Instead of being shut out or feeling excluded, customers are now connecting with the brands they love and feeling that they are part of an industry which has traditionally been closed off to outsiders. This increased level of interaction is allowing brands to monetize through awareness, engagement, passion and brand loyalty.
Before I arrived, people kept telling me that there's this feeling you get where you're sure you've seen everything before on film at some point, because in all likelihood you have. And they weren't wrong. It's all just as big and tall, the taxis just as yellow and the bagels just as bagel-ly as in the movies.