As an avid movie-goer, 2023 was one of my favorite years at the cineplex with consistent, fan favorite, ‘event’-like releases throughout the year that offered distinct, engaging experiences in theaters.

In spring, audiences flocked to see The Super Mario Bros Movie which highlighted a trend I really enjoyed seeing reemerge in theaters - the ability of studios to bring existing and cherished IPs, beyond superhero universes, to life for viewers on the big screen. Even with high expectations, this movie was a great example of how cinema can successfully transport audiences virtually to another dimension…in this case, their favorite world of video games. 

As the summer got hotter so did the box office as America witnessed two completely different movies take over the cultural zeitgeist at the same time. This caused a frenzy of moviegoers to flock to their local cineplexes, collectively shattering box office records in the process. ‘Barbenheimer’ - the simultaneous theatrical release of ‘Barbie’ and ‘Oppenheimer’ – was a phenomenon that dominated culture and created more online buzz during the summer than Taylor Swift, Beyonce and Lionel Messi, according to Google Trends. 

Another culture-defining moment that exemplifies the impact of premium video and the scale of cinema soon followed ‘Barbenheimer’s’ success. Released during her favorite season of Fall, Taylor Swift appeared on the big screen in her concert film, Taylor Swift: The Eras Tour. This cinematic experience, marked by crystal clear projection and powerful surround-sound audio, transported movie-goers to an immersive concert where audiences sang their hearts out, cheered at the end of every song and literally danced in the aisles. Breaking presale ticket records, the concert film’s opening weekend drew nearly double the total attendance of Swift’s 5-month U.S. stadium tour, highlighting the scale and immediacy of cinema. 

This led into the holiday season which saw friends and families gather at their local cineplexes to immerse themselves in a world of pure imagination as Wonka lit up the silver screen with a magical story of wonderment. This shared cinema experience created memories that went beyond the screen and reintroduced cinema as a part of people’s holiday traditions once again. 

The unique immersion - heightened by surround sound, expansive screens and comfortable amenities - coupled with a premium viewing experience shared with friends, family and partners all make for a special time at the movie theater. In 2024, marketers can tap into this love for cinema and connect with audiences year-round by aligning with culture-defining content through an exciting slate of upcoming films like: Dune: Part Two, Inside Out 2, Deadpool 3, Beetlejuice 2 and Lord of the Rings: The War of Rohirrim. 

To learn how the audience excitement and engagement of theatrical movies drives attention, consideration and purchase intent for brands, check out VAB’s release ‘The Passion of the Cinema’. See you on the big screen!

Reed Kiely

Director. Data Insights & Trends