How Europe's Largest Cinema Chain Aims to Lure Back Audiences

AMC-owned Odeon is set to release a new brand strategy to showcase the magic of moviegoing

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Cinema chains around the world enter 2022 in a strange situation. On one hand, they have experienced nearly two years of uncertainty due to the physical restrictions placed upon them by Covid-19 and its subsequent variants, which have closed and subsequently altered the moviegoing experience. On the other, they have just witnessed the first true blockbuster smash in years with Spiderman: No Way Home becoming the first movie to cross the $1 billion mark at the global box office since the pandemic began.

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