"There are not a lot of options to deploy performance marketing dollars for movies. Instead, most of the spend goes towards broad-reach, hard to track, media. They can offer studios a way to spend marketing that is not only trackable, but measurably incremental. I cannot overstate how juicy that sounds to a person in charge of spending an $X0,00,000 marketing budget."

Help me out here as I don't understand this one.

Basically when I go to a theater before the trailers I get ads. Then I get ads for nearly every movie ever..... that go on forever.

What else could they possibly do? Use that data to show me ads they're already showing me?