When a theater shows a movie, it’s not convenient. You need to buy a relatively expensive ticket. You need to arrive on time. You can’t pause it. There will be a day the theater stops showing it.

Movie theaters are not growing—they are in decline.

Movie theaters make you do something that a streaming service won’t. It makes you commit.

This commitment makes the movie experience something a streaming service doesn’t. It makes the experience special. Even sacred.

When you watch a movie in a theater, you experience it. You take it seriously, you do more work, and as a result—you also appreciate it more.

You can make your work more convenient—and speed up its growth—or you can make it more special—and settle for slower growth. You will need to decide.