Creative Partner: Annie Petrelli

Context: In recent years, there has been an overall change in movie-going frequency among U.S. adults. Even before COVID hit, 44 percent of survey respondents said they saw fewer movies in theaters than five years ago for a couple of reasons: Trips to the cinema can be costly, and there are multiple streaming services that offer better value for the money along with the ability to see a movie as many times at they want. (provided by the brief)

Insight: The big screen remains the best place to appreciate a film, and the communal aspect of a theatre cannot be replicated at home. (provided by the brief)

The big screen remains the best place to appreciate a film. Because going to the movies doesn't just get you out of the house. It can take you places out of this world.