It’s been a long road to recovery for theater owners since reopening their screens following the Covid-19 pandemic. Shorter exclusivity windows and fewer theatrical releases have contributed to an overall box office decline, putting pressure on operators to find revenue from every possible area. Cinema advertising has been an invaluable partner in this effort, connecting brands with moviegoing audiences at a benefit for all parties involved. While annual box office returns remain billions of dollars away from prepandemic levels, cinema advertising’s value proposition in recent years has increased because of the structural changes across the media ecosystem.
