Your Theater Isn’t Being Outcompeted. It’s Being Underused.

What if your giant screen theater’s biggest challenge isn’t competition from commercial cinemas, but the opportunities you’re missing?

Many museums and science centers treat their giant screen theaters as an add-on to the museum experience rather than a destination in their own right. But GSCA audience research tells a different story: 45% of surveyed theatergoers said the theater was their primary reason for visiting the institution, and another 44% said it was one of several reasons.

Join John Morey of Morey Group for a candid, data-driven conversation about why giant screen theaters may be underperforming—and what institutions can do about it.

Drawing on GSCA’s extensive audience and market research, John will challenge conventional thinking about competition, audience development, and the role of the theater within a cultural institution. Discover how repositioning your theater, reaching audiences beyond traditional museum visitors, and treating film programming as a destination experience can create new opportunities for attendance and revenue.

Your theater may have more potential than you think. It’s time to put it to work.