
Photo (left to right): Bryan Braunlich, The Cinema Foundation; Traci Hanlon, Cinergy Entertainment; Valarie Rico, Santikos Entertainment; Andrew Thomas, Moonstruck Drive-In.
The Cinema Foundation’s own Executive Director Bryan Braunlich moderated a standing-room only kickoff session at South by Southwest on “How Theatres are Eventizing the Moviegoing Experience” with Cinergy Entertainment’s Traci Hanlon, Santikos Entertainment’s Valarie Rico and Moonstruck Drive-In’s Andrew Thomas at the Austin Convention Center on Friday, March 7. The lively SXSW panel discussed how movie theatres of all sizes bring people together, anchor communities, and make each moviegoing experience an event. The exhibition experts talked how community involvement, local partnerships, creative loyalty programs, elevated concessions, social engagement, and in-theatre activations all contribute to the magic of the big screen and keep moviegoers coming back for more.