Cinemark Holdings, Inc., one of the largest and most influential theatrical exhibition companies in the world, is raising the curtain on its first-ever comprehensive brand campaign, It’s Show Time, designed to spotlight Cinemark’s distinct identity in a landscape where movie theater experiences are often perceived as interchangeable. The company aims to challenge the notion that all movie theater chains are the same by highlighting the immersive movie magic that unfolds both on and off the screen at Cinemark, driven by heroic service, immersive technology and crave-worthy indulgences. The campaign is currently being showcased across owned and paid media channels in select test markets ahead of a wider rollout in 2026.

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Cinemark introduces its first-ever brand campaign, "It's Show Time."

“It’s Show Time is more than a tagline, it is a tribute to the show behind the show, the incredible teams across Cinemark who work tirelessly to create out-of-home entertainment memories for audiences of all ages,” said Wanda Gierhart Fearing, Cinemark Chief Marketing and Content Officer. “This first-ever brand campaign proudly showcases how our team meticulously curates every detail of our in-theater experience, while tapping into the deep emotional connection that people have with moviegoing. Its creation and rollout have been strategically designed to spotlight Cinemark’s method to our movie magic.”

From Script to Screen: Behind the Campaign

Not all movie theaters are created equal, and this brand initiative is designed to spotlight how Cinemark delivers more than just on-screen entertainment - it offers a truly exceptional overall experience. This campaign builds on Cinemark’s ongoing efforts to drive incremental attendance and deepen brand loyalty by showcasing the distinctive elements that set the company apart. These differentiators are powered by consistent investments in guest entertainment and a relentless focus on elevating the moviegoing experience.

The ad leans into captivating storytelling that resonates with viewers, reflecting the cinematic stories that unfold in its immersive auditoriums. Research reveals that 95 percent* of purchasing decisions are subconscious, driven by emotional responses, and Cinemark is selling more than movie tickets by inviting guests to feel something unforgettable.

The campaign brings to life three key pillars that answer the question “Why Cinemark?”:

• Heroic Service. In hundreds of theaters across the country, the Cinemark team goes above and beyond to deliver the best moviegoing experience possible. Dedicated in-theater team members create a warm, welcoming environment for guests from the second they walk through the doors, all the way through the end credits and beyond. Whether they are serving up popcorn with a smile, or keeping every surface spotless and sparkling, these employees take pride in the knowledge that guest service scores consistently reach high satisfaction ratings from approximately 95 percent of patrons.Behind the screens is an entire team of tech experts that ensure Cinemark moviegoers can count on a smooth, uninterrupted presentation with a 99.98 percent screen uptime across thousands of showtimes every day.
• Immersive Technology. Cinemark auditoriums present the newest cinematic content on ultra-bright screens, using industry-leading digital and laser projection. The immersion is heightened ever further through the use of dynamic, multi-point surround sound and precision-calibrated light levels, ensuring audiences not only see but truly feel every moment of the experience. Cinemark XD offers a premier moviegoing experience with the biggest screens, the most vibrant projection of 35 trillion colors and powerful 50,000-watt discrete object-based surround sound that delivers maximum impact. Additionally, D-BOX motion seats make the audience feel like they are a part of the movie by perfectly synchronizing thousands of haptic movements with the on-screen action.
• Crave-worthy Indulgences. Guests can indulge in a wide variety of amenities across food and beverage, merchandise, premium seating options and more for a truly indulgent experience. Beyond the iconic cinema snacks like warm, buttery popcorn, crisp beverages and irresistible candy, 80 percent of Cinemark’s U.S. theaters have expanded food and beverage offerings, in addition to 60 percent offering beer, wine and cocktails. And with the largest concentration of plush, motorized recliners across major theater chains, Cinemark’s fan-favorite Luxury Loungers allow moviegoers to take in the action in ultimate comfort.

Red Carpet Rollout

The It’s Show Time campaign targets persuadable entertainment seekers through a multitude of paid and owned channels, including TV, out-of-home, display, YouTube, social channels, in-theater, web and more.

Creative assets from the shoot will be strategically adapted into a range of formats, including video, static visuals and other media to ensure seamless integration across each channel. The rollout begins with hyper-local targeting in key test markets that were rigorously vetted across Cinemark departments, before expanding next year.

The campaign introduces a wide cast of personas from tech-savvy movie buffs to family fun enthusiasts, each representing the diverse audiences who find joy, connection and wonder at Cinemark. Whether it’s a date night, a group outing, or a cultural celebration, It’s Show Time invites everyone to experience movies the way they were meant to be seen: larger than life.

Campaign Credits

It’s Show Time was shot at the Cinemark Technology, Operations and Presentation (TOP) Center in Frisco, Texas, as well as Cinemark’s Missouri City and XD theater in the greater Houston area.

“In a movie industry where creativity flows throughout, we believe it should flow just as vibrantly within the walls of our organization,” said David Hohman, VP Creative. “We would not expect anything less from our in-house creative team, who made this campaign vision a reality.”

The campaign builds on Cinemark’s broader brand refresh, which was initially introduced in 2021 to bring a fresh look and feel to the brand across customer touchpoints.

To watch the full ad, click HERE.

For full details about the Cinemark moviegoing experience, visit Cinemark.com or download the Cinemark app. Click HERE for general Cinemark images and b-roll.

*Based on an August 2025 analysis in Research and Metric

About Cinemark Holdings, Inc.

Cinemark Holdings, Inc. (NYSE: CNK) provides extraordinary out-of-home entertainment experiences as one of the largest and most influential theatrical exhibition companies in the world. Based in Plano, Texas, Cinemark makes every day cinematic for moviegoers across nearly 500 theaters and more than 5,500 screens, operating in 42 states in the U.S. (304 theaters; 4,249 screens) and 13 South and Central American countries (193 theaters; 1,398 screens). Cinemark offers guests superior sight and sound technology, including Barco laser projection and Cinemark XD, the world’s No. 1 exhibitor-branded premium large format; industry-leading penetration of upscale amenities such as expanded food and beverage offerings, Luxury Lounger recliners and D-BOX motion seats; top-notch guest service; and award-winning loyalty programs such as Cinemark Movie Club. All of this creates an immersive environment for a shared, entertaining escape, underscoring that there is no place more cinematic than Cinemark. For more information, visit https://ir.cinemark.com.

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