In the Golden Age of Hollywood cinema was king and one of the major ways that people spent their entertainment dollar.
To combat the competition, theaters have tried everything from adding color, to 3D, to increasing the size of the screen.
Now, the company is getting ready to unveil its biggest screen ever, at a massive 38 meters wide and 22 meters tall.
While movies have always remained important, the theater has seen increased pressure from sources like television, video games, and streaming services.