Geneva Media's "Cinema Contagion System" will help replace older and outdated means previously intended to market to the broadest (four quadrant), or narrowest (children), or specific demographic (urban, adult, seniors, etc.), and provide a consistent mass-appeal across all audiences. Moreover, because P&A will soon cost studios and networks even more capital to deliver audience eyeballs across worldwide television, print, cable, satellite and social media outlets, then so too should these advertising costs be recaptured at the box office and/or during ancillary sales.
Consider however, that feature film ticket buyers will only attend theaters in larger numbers if newly adopted, continuously changing, film "story sequences" are offered at each showing (i.e., matinee, evening, midnight movies, etc.), using the "random-access" and "quick change reel" qualities offered by digital multiplex and studio distribution media on DCP (i.e., Digital Cinema Package, an encrypted hard drive the size of a paperback book with the entire film digitally formatted).
Ancillary sales also need to be increased with video gaming (i.e., game profits have eclipsed Hollywood's worldwide box office), and can be generated if they are offered as an "online continuation" of film stories. This helps preserve profits generated in both merchandising and online gaming sales. It offers extra game levels, new video content, and extended story missions. In the past, the distance between studio filmmakers and game developers was too great. Not any more. Soon they must become fully integrated. This will occur in the next year, as changes in ebook, tablets or pads, and bandwidth, increase mobility and speed.
Geneva Media's "Cinema Contagion System" (which is intended to allow audiences to see slightly different "scenes" and "edits" of a film at each showing), is similar to amusement parks that now automatically "vary" the experience during a rider's subsequent roller-coaster or thrill ride. Disney Imagineers designed a randomized software sequence for The Twilight Zone: Tower of Terror, thrill ride. Similar modifications to motion picture projection will provide impetus for the highly profitable "repeat business" models that historically have supported most Hollywood blockbusters (i.e., Titanic, Star Wars, Harry Potter, LOTR, etc.).
Seeing a film more than once becomes a viable indulgence when slightly different "story sequences" reveal themselves "in-theater" --rather than awaiting for a "director's cut" on DVD or Blu-ray release.
Moreover, "Pick-A-Path" ancillary game play opportunities that supplement the film experience (once attendees return home) will be predicated on both purchasing a theatrical box-office ticket, attending a film in theaters, and collecting a PC-DVD or "online coupon" to "Continue-The-