Marina Kosten: Building a Future for Theatrical through Data

"Optimising cinema businesses through better data strategies can transform the entire entertainment landscape." Marina Kosten

Why the theatrical experience is so critical for the film and entertainment ecosystem and how it can be revitalised through a bold and innovative data-led strategy are some of the key topics explored here with the brilliant Marina Kosten. In the conversation Marina unpacks what first party data, how it can be harnessed and why it is so critical in today's entertainment economy as well as outlining her vision for regenerating the habit of moviegoing across the sector. 

A senior global research and strategy executive with an extensive track record in developing market and consumer insights, Marina is currently working with the NATO Cinema Foundation to identify new strategies for the exhibition sector in a significantly altered entertainment landscape.

Marina also serves as Senior Fellow Senior Fellow Center for the Digital Future at USC Annenberg and her previous roles include as Vice President of Consumer Research in the International Theatrical Division of 20th Century Fox, where she oversaw research related to releasing Fox films in the top 20 international markets.

Prior to 20th Fox, Kosten oversaw another dimension of the entertainment landscape at Activision-Blizzard, where she focused on Guitar Hero and Call of Duty franchises, in addition to Activision's portfolio of licensed video games. Kosten began her career as a social researcher; her interest in understanding human behaviour led her through senior roles at several global research suppliers.