PaperAirplane's theatrical marketing platform The Hangar has surpassed 2 million downloads, marking a notable milestone for the digital asset management tool that bridges studios and cinema chains in the crowded movie marketing ecosystem.
The Hangar functions as a centralized hub where theater exhibitors access studio-supplied marketing materials, promotional assets, and campaign resources in real time. Founded by Mike Polydoros and Will Preuss, both veterans from Lionsgate's distribution operations, the platform addresses a longstanding friction point in theatrical exhibition. Historically, cinemas cobbled together marketing collateral from multiple studio partners through fragmented channels, email threads, and outdated databases. The Hangar consolidates that workflow into a single interface.
The timing reflects broader industry pressures reshaping theatrical exhibition. Multiplex operators compete fiercely for audience attention in an era where streaming services command marketing budgets and consumer attention spans fragment across platforms. Studios, meanwhile, need theater chains to execute ground-level promotional campaigns that drive opening weekend turnout. Better tools that streamline asset distribution and campaign coordination benefit both parties. The Hangar essentially modernizes how exhibitors and distributors coordinate the machinery that gets butts into seats.
The 2 million download threshold represents tangible adoption within the exhibition sector. Theater chains represent a concentrated buyer base—there are roughly 5,500 movie screens across North America operated by a handful of major chains like AMC Entertainment, Regal (owned by Cineworld), Cinemark, and numerous regional operators. Two million downloads suggests the platform has penetrated beyond tier-one multiplex operators into regional and independent circuit operators who previously lacked systematic access to professional marketing resources.
PaperAirplane's positioning reflects a smart observation about exhibition technology. The company operates simultaneously as an exhibitor services provider and a distributor partner. This dual role allows PaperAirplane to understand pain points from both angles. Theater operators want faster access to materials and cleaner workflows. Studios want confirmation that promotional assets reach theaters and get deployed effectively. A neutral platform addressing both constituencies solves a real problem.
The Hangar's growth also underscores how theatrical distribution remains fundamentally reliant on coordinated execution across multiple stakeholders. Unlike streaming services that control end-to-end user experience, theatrical releases depend on theater operators executing studio marketing playbooks at the local level. Digital tools that reduce friction in that coordination loop create value throughout the ecosystem.
Looking forward, The Hangar could expand beyond asset distribution into deeper analytics and campaign tracking. Exhibitors could gain visibility into which marketing tactics drive ticket sales at individual locations. Studios could measure how effectively local campaigns perform relative to national strategies. That data layer would transform the platform from a file repository into a strategic planning tool.
The milestone also reflects resilience in theatrical marketing infrastructure following pandemic disruptions. As studios commit to theatrical releases again, the industry rebuilds modernized systems for managing campaigns. The Hangar positions itself as essential infrastructure for that rebuild. With exhibition looking to stabilize post-pandemic, platforms that improve operational efficiency gain leverage with both exhibitors and distributors competing for theater operator attention.