Even in the age of streaming, there is something uniquely special about the (0) EXCITEMENT (EXCITE) of a trip to the cinema. Despite all the home 1ENTERTAIN options now available, nothing quite matches the feeling of sitting in a dark auditorium while a 2DRAMA story unfolds on an enormous screen. Great 3ACT give 4PERFORM that you can almost feel physically, and laughter, tears and gasps seem much more 5EMOTION powerful when shared with a full audience. The sound system and 6ATMOSPHERE lighting draw you deep into the world of the film in a way that a small phone screen never could. If the 7DIRECT has done their job well, you leave the cinema still thinking about what you have just seen, and the best films stay 8MEMORY for years. Perhaps that is why, despite every technological change, cinemas continue to survive.