A Cinema Chain Is Trying Something Strange to Bring Back the First-Viewing Feeling
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Pathé, the Dutch cinema chain, will hypnotize 30 fans to erase their memories of a favorite film, aiming to recreate the first-viewing experience. The stunt comes as Netflix's revenue now exceeds twice the combined US and Canada box office, underscoring streaming's dominance over theatrical releases. The campaign highlights cinema operators' struggle to differentiate the theatrical experience amid shifting consumer habits. Pathé's move is a marketing play rather than a financial restructuring, but it reflects broader pressure on exhibitors as box office receipts lag streaming platforms. Watch for whether the campaign drives measurable attendance gains and whether other exhibitors experiment with similar promotions.
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Pathé, Netflix (NFLX)
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