Getting fans back in theaters is hard. Tech and celebrities like Ludacris are helping

Enrique García wasn’t planning to see Universal Pictures’ “F9: The Fast Saga” at a theater. After the COVID-19 pandemic put the kibosh on large gatherings, the 45-year-old professor thought he’d wait and watch the latest “Fast and the Furious” movie at home on Blu-ray.

But he changed his mind after winning a sweepstakes and receiving a personalized video featuring “F9” actor John Cena congratulating him on a recent promotion. That was enough to get the Middlebury, Vt., resident to buy an $8 movie ticket

https://www.latimes.com/entertainment-arts/business/story/2021-07-15/studios-turn-to-tech-to-help-usher-fans-back-in-theaters