Moviegoing was supposed to be dying. Then Gen Z sold out theaters all summer. Gayle Troberman and Marcus Collins sit down with University of Michigan marketing students to unpack what's actually driving the comeback. Spoiler: it's less about what's on the screen and more about who's in the seat next to you. From sold-out Spider-Man showings to Letterboxd rankings that beat Rotten Tomatoes, this one's about why the movie might just be the excuse, and what that means for anyone trying to market a moment.