The availability of free in-home movie viewing is greater than ever before, yet there is still no substitute for the big screen experience… and with the millennial generation, nothing speaks louder than the ultimate viewing experience in a modern theatre. Statistics say that 53% of theatre ticket sales in the U.S. are coming from Millennial filmgoers, so it is vital for theatre operators to deliver an engaging experience if they want them to come back. In this evolved Age of Experience, perfecting and owning the experience means owning the Millennial entertainment spend.