“As it typically is in media, the advertisers follow the audience, and the fact that we’ve seen audiences really flocking to these smaller indie horror films—the advertising dollars are following,” Christine Martino, CRO at Screenvision Media, a company that sells ads on national and regional movie-theater screens, said. “Those horror films, those indie horror films, have really become these water-cooler cultural moments that we have the opportunity to allow advertisers to follow their consumers to.”
