Cinema chains around the world enter 2022 in a strange situation. On one hand, they have experienced nearly two years of uncertainty due to the physical restrictions placed upon them by Covid-19 and its subsequent variants, which have closed and subsequently altered the cinema-going experience. On the other, they have just witnessed the first true blockbuster smash in years with Spiderman: No Way Home becoming the first movie to cross the $1 billion mark at the global box office since the pandemic began.
Source: https://www.adweek.com/brand-marketing/how-europes-largest-cinema-chain-aims-to-lure-back-audiences/