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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.

This section of Retail as entertainment, entertainment as retail: How commerce and culture are merging in an on-demand world accompanies:

Visit the Insight Collection to examine and extract key lessons from the brands, retailers and real estate professionals that view entertainment as retail and retail as entertainment. You can also access a Playbook, How to capitalize on the intersection of commerce and culture in an on-demand world, which provides actionable questions to take back and apply to your own business.

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