Catherine Sullivan

The creator economy has grown into a $250 billion force, shaping culture and driving influence far beyond YouTube and TikTok. But most creators are still stuck on small screens. Cinema offers what digital feeds can’t—scale, cultural impact, and unmatched attention. With box office audiences booming and ads delivering more attention than mobile, the big screen is the next stage for creators. For brands, it’s a chance to amplify reach, engage Gen Z, and deliver real results.

CTV promised advertisers deep engagement and precision targeting—but the reality hasn’t delivered. Viewers face too many choices, ads are often repetitive or ignored, and attention is fragmented. As Catherine Sullivan argues, “This wasn’t innovation.” The tech and infrastructure still aren’t ready to meet the hype.