I’m still processing the fact that 300 people stumbled onto my first post about what we learned releasing films in North America.
To be honest, I’m still learning this industry myself, so seeing that many people lean in to listen was a shock.
Why I’m Bullish on the Cinema in 2026
Contrary to the “theaters are dead” narrative, 2025 has been a year of massive, renewed enthusiasm. People are going back with a specific kind of hunger for events. Looking at this through the lens of a cultural marketer, here are some interesting data points:
The Gen Z Surge: Gen Z is effectively leading the charge with a 25% spike in attendance this year. They’re turning out for high-stakes, immersive events (think Demon Slayer marathons or the massive scale of A Minecraft Movie). Both make so much sense, I love both titles!
A Theatrical Comeback: A staggering 77% of Americans saw at least one film in theaters this year. Loyalty sign-ups are peaking because the theater has become a meaningful third space. It’s that perfect liminal moment, the transition where you leave your daily life at the door and step into someone else’s story for two hours. My husband is a proud Alamo Drafthouse season passholder.
The Global Shift: In Vietnam alone, domestic films raked in over $112 million this year, a record-shattering leap from 2024. ($68 million) The world is realizing that local stories are actually global powerhouses.
Note: Citrus helped to release 3 of the top 10 films of 2025!
Why I’m Doing This
Despite all those numbers, I still look at the industry through a very personal lens.
Without going too far back into a boring biographical narrative, especially from someone who doesn’t feel like they have a solid footing yet, I’ll start where things actually began to make sense.
With my mom.
