Here’s the secret to IMAX’s success: they decided to act like a brand. They hired a CMO with impeccable consumer branding credentials (Eileen Campbell, formerly of Millward Brown). They identified an enemy (who wants to watch Forrest Gump on a 3” screen?) and a cause (give Millennials a reason to believe in the movies). And they invested in their profile, everywhere from social media to good, old-fashioned advertising. It worked, too—as it almost always does.