Professional Development Sessions

Audience Strategy, Revenue, and the Power of Focus

Leader: Joanie Philipp, Cosmic Picture

Successful giant screen theaters do more than schedule films. They strategically program experiences that drive attendance, retention, and revenue. This session reframes film programming as a business strategy, blending audience insights with practical operational approaches and perhaps challenging a few habits along the way.
Explore the fastest growing demographic in museum audiences, the 55+ crowd, a group with discretionary time, income, and curiosity. We will share practical strategies for programming, scheduling, and marketing to this audience, especially during weekdays and shoulder seasons when filling seats can feel like a science experiment.
We will also tackle the question: Are you programming like a museum theater or a multiplex? Many theaters run five to seven films at once, unintentionally fragmenting audiences and diluting marketing impact. Through real examples, we will explore how fewer titles, clearer messaging, intentional programming and scheduling can strengthen engagement and improve box office results.
Participants will leave with practical ideas and a few new programming tools to help maximize the impact of their giant screen theaters.

Deal or No Deal: Realities of the producer/distributor/theater triangle, and other matters.

Thursday, May 21 at 2:00 pm – 3:30 pm | Hilton: Ballroom A & B

Host: Phil Streather, Principal Large Format

Guests:

  1. Ryan Holota: In 2024 Ryan was prepared to offer more than 25% to distributors – an update
  2. Wendy MacKeigan: Big scale distribution 
  3. Tina Ratterman: Small scale distribution
  4. Daniel Ferguson: The importance of production values
  5. Jeremy Nicolaides: 2D to 3D conversion; how much is enough?
  6. David Gross: The “stack them high” strategy
  7. Kate McCallum: Four-walling Worlds to success

A candid, fast-moving set of conversations about the realities shaping today’s giant screen business, Deal or No Deal brings together leaders from across production, distribution, and exhibition to examine the strategies, pressures, and opportunities redefining the field. Timely, relevant, and a little cheeky, this session will tackle the issues everyone is talking about – while looking ahead to what sustainable growth really requires.

Open Space

It’s back — again — because you rated it one of the most valuable, energizing sessions GSCA has ever hosted. Open Space returns for its third rendition as the ultimate conference kick-off: fast-moving, member-driven, and built around the real pressures you’re facing right now.

No panels. No pre-scripted talking points. You set the agenda in the room — then jump straight into focused conversations on the issues that are hitting hardest: staffing and retention, attendance volatility, rising operating costs, programming complexity, and the revenue pressure that’s reshaping every decision.

If you want the inside track on what the field is actually experiencing, the smartest ideas people are testing, and the priorities that will shape the sessions that follow… be in the room. This is where momentum starts — and where your people are.

Reimagining Concessions and the Lobby Experience in Giant Screen Theatres

Presented by: Dan Herrle, Director of Education for the Entertainment Food & Beverage Association (EF&B).

For giant screen theatres, the lobby is more than a pass-through space and concessions are more than a secondary transaction. Together, they shape the guest experience, influence spending, and create opportunities to better align the theatre visit with the expectations of today’s audiences. This session will explore how giant screen venues can rethink concessions, merchandising, and lobby design to create a more efficient, appealing, and revenue-generating experience.

Designed for museums, science centers, aquariums, and destination theatres, the session will look at practical ideas that fit the realities of the giant screen field, including grab-and-go concepts, self-service and marketplace-style approaches, merchandising strategies, speed of service, and ways to improve flow before and after shows. Rather than focusing on one-size-fits-all solutions, the discussion will highlight adaptable ideas that can help theatres strengthen both per-cap revenue and the overall visitor experience.

Dan Herrle is the Director of Education for the Entertainment Food & Beverage Association (EF&B), where he leads the development of programs that shape the next generation of food and beverage leaders in the entertainment industry.

With nearly four decades in motion picture exhibition, Dan has held leadership roles with some of the industry’s most recognized companies, most recently National Amusements, where he oversaw innovative food and beverage concepts, including in-seat dining, restaurants, and non-traditional cinema experiences, while managing key strategic partnerships.

A respected industry advocate, Dan serves as Vice Chair of the Government Relations Committee for National Association of Theatre Owners /Cinema United and is actively involved in EF&B’s government relations efforts. He has lobbied on Capitol Hill, testified in legislative hearings, and contributed to policy discussions impacting the exhibition industry.

Dan’s career began as an usher at age 15 and quickly advanced to General Manager by 20—a trajectory that reflects his passion for leadership, innovation, and elevating the guest experience.