The film industry is facing much the same issue that the games industry started to face a few years ago: when brick-and-mortar video game stores started to lose their relevance as online retailers and digital distribution took over, they started to push launch parties and pre-order deals to stay afloat. Cinemas are now facing a similarly tough time, trying to remain a popular destination even with piracy, instant streaming, and Blu-Ray releases starting to detract from their popularity.