With headlines like ‘Hollywood has a huge Millennial problem’ and ‘Millennials are killing the movie business’ you’d be forgiven for picturing the entire generation as lightsabre-wielding, emo-dressed Kylo Rens coming to get us all! However, a deeper understanding can go a long way to addressing the Millennial challenge. For cinema exhibitors, there is no better vehicle for understanding those born in the early 1980s to late 1990s than via their loyalty programs.
 
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