CINEMARK

As streaming continues to dominate home entertainment, Cinemark partnered with our team at the University of North Texas to explore how the brand could reignite the emotional connection audiences once felt with the movie theater experience. Our goal wasn’t to build a traditional paid campaign, but to uncover meaningful research-based insights that could guide Cinemark’s future marketing direction.

Through surveys, field interviews, and secondary data analysis, we identified a clear behavioral shift: moviegoers weren’t abandoning theaters entirely—they were waiting for a reason to come back. The results revealed that Gen Z and Millennials view theaters as an occasional social event rather than a routine habit. They crave nostalgia, sensory immersion, and shared emotion, but need theaters to offer experiences that feel worth the trip.

Our team developed “The Big Screen Is Back,” a strategic concept centered on community, emotion, and sensory storytelling. The idea reframes Cinemark as the home of shared emotions—a place where connection, comfort, and cinematic magic collide. Using real-world insights, we crafted creative recommendations that blend experiential activations, influencer engagement, and social storytelling to remind audiences that you can’t stream the feeling of the big screen.

This project strengthened my skills in consumer research, brand positioning, and creative strategy, demonstrating how data-driven insights can evolve into a storytelling platform that reconnects audiences with culture and emotion.