As film companies try to buck the downward trend of theater attendance, they're eschewing traditional film marketing campaigns in favor of something more engaging and memorable. Giant Spoon shares the stories behind building a seedy pop-up tattoo parlor and speakeasy ripe with degenerate puppets, & why activations are the answer to fluffing audiences. "Once consumers step into an activation and its created world, they become hooked––and the 2-hour film they want to see becomes a continuation of the journey they just went on."