Many movie franchises span multiple films with intricate plots and character arcs that unfold over several installments. For casual viewers or those who missed earlier entries, jumping into a new sequel can be confusing and less enjoyable. Meanwhile, dedicated fans often want to revisit past films to refresh their memory before a new release. Currently, audiences rely on home streaming or physical media for catch-up viewing, missing out on the communal and immersive experience of a theatrical setting. This presents an opportunity for cinemas to boost engagement and revenue by offering curated franchise marathons ahead of major sequel releases.

The Idea: Cinematic Franchise Marathons

One way to address this gap could be for cinemas to screen all previous films in a franchise in the days leading up to a new sequel. For example, ahead of a new Mission: Impossible film, theaters could host a weekend marathon of the entire series. This would allow audiences to:

• Catch up on the story if they missed earlier films.
• Re-experience the franchise on the big screen.
• Build anticipation for the upcoming release.

Screenings could be structured as single-day marathons (back-to-back showings) or spread over multiple days. Incentives like bundled tickets (marathon + sequel) or discounts for attending multiple films could further drive participation.

Stakeholder Benefits and Execution

Such marathons could benefit multiple groups:

• Moviegoers: Casual viewers get a refresher, while fans enjoy a shared theatrical experience.
• Cinemas: Additional ticket and concession sales, along with stronger customer loyalty.
• Studios: Increased hype and potentially higher opening-weekend numbers for new releases.

A pilot program might start with a single franchise (e.g., Marvel or Fast & Furious) to test demand. Key steps could include negotiating licensing rights with studios, scheduling marathons 1–2 weeks before sequels, and marketing the events as exclusive lead-up experiences.

Existing Comparisons and Opportunities

While studios like Marvel have occasionally hosted marathons for major releases (e.g., before Avengers: Endgame), these are rare and studio-driven. This idea suggests making franchise marathons a regular, cinema-led offering—extending beyond Marvel to other popular series. Unlike streaming, which lacks a communal vibe, theaters could provide a unique event atmosphere that enhances fan engagement.

By leveraging existing infrastructure and studio partnerships, cinemas could turn franchise marathons into a low-cost, high-impact way to attract audiences and differentiate from home viewing.