An unbounded enthusiasm for data is dangerous and advertisers should avoid harnessing data merely because it exists. Instead, as much time, energy and effort should be expended in choosing which data sets to ignore as which to use. Advertisers who resist this painful cull, and gorge on data, might end up regretting it.
No matter how crazy the outside world might seem to be, the sanctity of the cinema always provides a refuge. It has been much needed this past month and I expect it will continue to be for the foreseeable future. It helps that the content on screen has been strong this year too, and what initially seemed like a tricky year admissions wise, has so far offered pleasant surprises at regular intervals.