Movie theaters had one of the simplest built-in advertising platforms since their inception: the product itself and extreme dollars studios put toward getting people in theaters. However, the pandemic has shifted the world of movie-going. Movies are being increasingly offered at home, the pandemic saw very little new production, and a rather sluggish selection after things have opened up has left theaters of all sizes in a difficult position. The largest movie theaters are leaning into alternative viewing experiences like live streams, concerts, sports, and even Dungeons & Dragons campaigns. AMC has launched its first-ever advertising campaign within the last year. Smaller cinemas can’t rely on national marketing campaigns and have instead leaned into experiential offerings with everything from super deals to upgrading their overall experience.