"Gen Z has become the industry's most important audience. They are the most frequent moviegoers of any generation, with attendance driven in the most part by horror, anime and video game adaptations, the trifecta of trans media storytelling that Gen Z has been consuming across platforms since before they could drive.

Brands that find the right entry points, like co-productions, IP partnerships, experiential events, creator collaborations, can ride this wave rather than watch it pass."

CATHY BOXALL, GLOBAL HEAD OF ENTERTAINMENT, DENTSU