In the last few years, there have been endless articles on how studios are extracting data from platforms such as Twitter, Facebook and Google to make data-driven decisions to boost box-office numbers. As for theatres? Not so much. In the endless tug of war between studios and theatres, studios are miles ahead when it comes to leveraging big data. As the world is transforming from the digital era to the consumer-intelligence era, Hollywood needs to find a way to incorporate big data into its entire ecosystem.