There is a lack of confidence on the part of media analysts that the fortunes of the cinema sector will rebound against the headwinds they now face, especially with ad spend in cinemas several years away from reaching prepandemic levels. However, Europe’s largest cinema chain, Odeon, intends to get people back into its theaters by communicating everything they have been missing while stuck on their couches these last two years.
Source: https://www.adweek.com/brand-marketing/how-europes-largest-cinema-chain-aims-to-lure-back-audiences/