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Lockdowns and social distancing measures kept cinemas, concert halls, exhibition centres and stadiums around the world closed for much of 2020. Shifting performances and other events online has been the order of the day for all sectors. Advertising and promotional spend, as one of the most pragmatic line items to cut, saw brand owners slash advertising and promotional spend almost to the point of irrationality. From a spend point of view, cinemas declined drastically by 66% compared to 2019. This was worsened by the hard lockdown implemented by the government in March last year. Cinema reported no ad-spend for a solid five months. ....