Case Study: Cinemark achieves real-time 'last-dollar' optimization and higher marketing efficiency with LiftLab

Cinemark - LiftLab Case Study

Cinemark, one of the world’s largest theatrical exhibition companies with more than 5,000 screens, 500 theaters and an addressable audience approaching 30 million, needed a measurement partner to keep customers engaged, attract new ones and support ticket sales amid a fast-changing entertainment landscape and a weekly-shifting marketing calendar. To confidently enter new channels, understand marginal profitability, and unify testing and modeling, Cinemark selected LiftLab.

LiftLab deployed its science-driven platform—using marginal return (mROAS) models and combined experimental and MMM insights—to quantify the impact of the “last dollar spent” and enable weekly reallocation of budget across channels. The partnership helped Cinemark expand from 7 to 13 channels in under three years, shift spend toward higher-marginal-profit outlets, improve spend efficiency, and accelerate data-driven budgeting and reporting decisions.

Cinemark

Jeff Rosenfeld

SVP of Digital and Customer Experience