Problem How does a new movie theater educates its audiences about its behavior policies? Solution Use out of home formats to make a broad impact across the market. Background When ArcLight Cinemas first opened at the Hollywood Dome in 2002, it was immediately considered to be a premier movie-going experience by audiences and studios. ArcLight’s “black box” audito- riums were fitted with extra-wide screens, the world’s most technologically advanced projectors, Academy Award-winning tech- nology in the JBL sound system and reserved extra-wide stadium seating. The attention to detail inspired the audience to be respect- ful of their rules, which were created to ensure a hassle-free experience: no commercials before movies; no late seating; and no talking, texting or using a mobile

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