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The growth persisted as the platform reached $645 million in quarterly sales, surpassing Wall Street projections despite a decline in the platform's total viewing hours.

Numerous advertisers have launched modernized business models in an attempt to release engaging ads that are intended to reach a specific audience and eliminate jargon. The deals place limitations the amount of inventory cable and satellite providers manage

The industry's total gross figures are expected to decline by 20% to $2.3 billion, with only Cinemark showing promising growth with a 2% trade increase. Approximately 70% of total ticket sales will stem from theatrical releases, set to generate $8.2 billion.

After 6 months in service, the service has struggled to retain subscribers, gaining only 2 million subscribers by June. The company is considering fund-raising or merging with a special purpose acquisition vehicle. 

The decision, and threats from other large theater chains to do the same, were made after a remark from NBCUniversal's CEO, Jeff Shell, stating NBCUniversal would release “Trolls World Tour” on VOD services on the same day it would appear in theaters. The “Trolls World Tour” made USD 100 million in VOD revenue and USD 347 million globally in box-office revenue during its release in 2016.