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NATO Launches 'Big Screen is Better' Campaign to Boost Theater Attendance

  //house-home.news-articles.net/content/2026/03/0 .. better-campaign-to-boost-theater-attendance.html
  Published in House and Home on Monday, March 9th 2026 at 2:44 GMT by The Hollywood Reporter
      Locales: California, New York, Texas, Colorado, UNITED STATES

Los Angeles, CA - March 9th, 2026 - In a bold move signaling a turning point in the evolving landscape of film distribution, the National Association of Theatre Owners (NATO) today launched a large-scale public awareness campaign titled "The Big Screen is Better." This initiative isn't just about advertising; it's a strategic, multifaceted effort aimed at reversing the declining trend of theater attendance and securing the future of the cinematic experience in the face of ever-expanding streaming dominance.

The campaign arrives at a critical juncture. For the past several years, movie theaters have been steadily losing ground to the convenience and affordability of streaming services. The pandemic accelerated this shift, normalizing at-home viewing and prompting studios to experiment with shortened or eliminated theatrical windows - the period of exclusive release in cinemas before a film becomes available on demand. While initial pandemic-era decisions were understandable, the continuation of these practices, even as life has returned to normal, has left many in the industry fearing for the long-term viability of the traditional moviegoing model.

"We're not anti-streaming," emphasized Jason Squire, NATO's lead spokesperson at a press conference this morning. "We understand that streaming services offer value and convenience. However, we believe that the theatrical experience is fundamentally different and deserves to be preserved. It's not just watching a movie; it's experiencing it. That shared emotional resonance, the sheer scale of the image, the power of the sound - these things are best felt collectively, in a darkened theater."

The "Big Screen is Better" campaign isn't solely focused on nostalgia. It's leveraging data demonstrating that films with extended theatrical windows consistently outperform those released concurrently with streaming. A recent study conducted by Nielsen, commissioned by NATO, revealed that films enjoying a 90-day exclusive theatrical run generated, on average, 35% more total revenue (combining box office and ancillary markets) than those with shortened or day-and-date releases. The report also highlighted a correlation between longer windows and increased word-of-mouth marketing, vital for building momentum and attracting wider audiences.

The campaign itself will be comprehensive. NATO plans a multi-platform rollout including high-impact television commercials during prime-time programming, targeted online advertising across social media and video platforms, and a robust social media engagement strategy designed to foster conversations about the unique benefits of the cinema experience. Crucially, the campaign won't shy away from directly addressing the perceived value proposition of streaming. Ads are expected to highlight the superior visual and auditory quality of the theatrical presentation, and emphasize the social aspect of going to the movies - a date night, a family outing, or a shared experience with friends.

Beyond public awareness, NATO is also intensifying its lobbying efforts with studios and streaming giants. The goal is to establish a standardized 90-day exclusive window as the industry norm. This is proving to be a difficult negotiation. While some studios, like Universal, have recently shown a willingness to return to longer windows for certain films, others, particularly those heavily invested in their own streaming platforms (like StreamVerse and FlickHub), remain resistant. Sources close to the negotiations suggest that studios are concerned about alienating their streaming subscribers and are reluctant to cede control over distribution.

One potential compromise being discussed is a tiered release strategy, where certain blockbuster films or event movies receive longer exclusive windows, while smaller, niche films may be released more quickly on streaming. This would allow theaters to capitalize on the films that truly benefit from the big-screen treatment while providing consumers with more timely access to other content.

The stakes are incredibly high. The future of thousands of movie theaters, and the jobs of countless industry professionals, hangs in the balance. If NATO's campaign fails to resonate with audiences and convince studios to adopt more theater-friendly release strategies, the industry may face a significant contraction, potentially leading to the closure of many beloved local cinemas. The next few months will be pivotal in determining whether the magic of the movies will continue to thrive on the big screen, or fade into the background of our increasingly digital lives.