Paradoxically, and despite the increasing relevance of experience-based consumerism, movie theaters are struggling in the face of the rising video streaming economy. Between 2016 and 2017, gross box office revenue declined from $11.38 billion to $11 billion—in response, as cinemas fight to increase foot traffic and sales, ticket prices are rising, giving more movie watchers impetus to stay in and watch Netflix or Hulu (some movie theaters are even launching their own online video streaming services). But as the technology and services of these home streaming capabilities continue to improve, movie theaters need to take action to preserve their businesses.

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