Though pronouncements about the demise of movie theaters have been routine in film history — from the end of the silent-film era to the advent of home video formats like VCR and DVD — the COVID-19 pandemic nearly did become the death knell for movie houses. Domestic box office revenues cratered from $11.9 billion in 2018 to $2.3 billion in 2020, and many studios shifted their film premieres to a hybrid model, offering a limited screening window in favor of expanded, earlier streaming options. A SCADask research team surveyed the entire SCAD student population, more than 17,500 students, about their theater experiences and viewing habits. Even with 86% of respondents reporting the importance of films in their lives, the overwhelming majority — more than 75% — preferred streaming options over trips to the theater. In further industry research, the SCADask team posited that theaters must pivot to marketing special experiences, like creative food and beverage options, diverse community events, special screenings, and more to captivate audiences again.