In his Adweek byline, Geoff Schiller, CEO, Screenvision Media, argues that audiences are still showing up for shared experiences, led by Gen Z. Gen Z now makes up over half of all moviegoers, averaging seven theater visits a year, up 25% year over year. With cinema delivering 82% active attention, 75% ad recall and fully viewable, non-skippable ads, Schiller’s takeaway for marketers is clear: consumer attention is returning to theaters faster than advertising investment.
