How do we get people back into the moviegoing habit? It’s a tale as old as time, and one that is more important than ever. Our industry’s landscape has changed dramatically over the past two years. The initial marketing focus will always be on the film title. But, as theater owners and operators, don’t lose sight of what you bring to the table, the all-important experience of going to the movies. We need to put an end to moviegoer complacency and start taking ownership when it comes to the marketing of the overall motion picture experience.