Boku to Watashi and Co. Partners with CineBridge to Launch Z-Generation Marketing Initiatives Using Popular Movie Theaters

Boku to Watashi and Co., which specializes in planning and 'Emo Marketing®' for Generation Z, announces the start of a collaboration with CineBridge Inc. (Headquarters: Minato-ku, Tokyo; Representative Director: Tomoki Tani) to propose marketing strategies that leverage the affinity between movie theaters and Generation Z.

Movie theaters chosen by the younger generation even in the age of video distribution and SNS

Against the backdrop of the proliferation of video distribution services and SNS, the environment surrounding the entertainment industry has changed significantly, and a 'drift away from movie theaters' has sometimes been pointed out. However, a report on '2025 Movie Box Office' analyzed by CineBridge shows that a wide range of generations visit movie theaters for the top 10 box office hits. Furthermore, Japan's first interactive movie 'Hypnosis Mic' attracted attention for its new 'audience participation' screening style, highlighting the unique 'experiential value' of movie theaters.

Even in an era where video distribution services and SNS are pervasive, movie theaters are supported by many people as places to share real experiences.

Based on this background, Boku to Watashi and Co. has begun collaborating with CineBridge, which plans and proposes 'In-Theater Solutions' utilizing theater spaces, such as in-theater commercials 'CineAd' and promotions using theater lobbies, to develop marketing initiatives starting from the movie theater experience.

Providing marketing initiatives leveraging the affinity between movie theaters and Generation Z

Through this collaboration, Boku to Watashi and Co. can now propose initiatives that leverage the unique characteristics of movie theaters and its accumulated expertise in planning and Emo Marketing for Generation Z. It will provide marketing initiatives that consider the affinity between movie theaters and Generation Z, including information dissemination using influencers and project proposals utilizing real-world touchpoints in movie theaters.

Boku to Watashi and Co. has previously engaged with the values, emotions, and behaviors of Generation Z through joint research with Hosei University's Nishikawa Hidehiko Laboratory and collaborations with Viagate Inc.

This collaboration will also utilize this knowledge to expand the possibilities of marketing initiatives using movie theaters.

About CineBridge Inc.

CineBridge is a leading company that maximizes the potential of In-Theater Solutions, centered on CineAd. With the mission 'Create new emotional experiences and transform them into the life force of all people,' it aims for a future where advertising time also becomes a prologue to an emotional experience, immersing and thrilling audiences in movie theaters that evolve into 'bases of experience' that move hearts.

Company Overview

Representative Director: Tomoki Tani

Location: Lucius Building, 2-16-1 Higashishimbashi, Minato-ku, Tokyo

Related Links

Corporate Website: https://www.cine-bridge.com

Official Note: https://note.cine-bridge.com

Official X: @CineBridge_Inc

About Boku to Watashi and Co.

Boku to Watashi and Co. is a leading planning and Emo Marketing company representing Generation Z. It also practices new work styles incorporating remote systems, sauna recruitment, and workations in rural areas. Aiming for 'all members are geniuses,' many companies have been born from within the organization.

(1) Planning and Emo Marketing®

Specializes in heart-moving planning and marketing focused on Generation Z. Based on 'Emo Marketing®,' which uses happy empathy as a hook to lead to purchasing behavior, it handles everything from planning incorporating the perspectives of real Gen Z living today, to creative production and communication.

(2) Gen Z Research and Brainstorming Service 'Zview lab.®'

Based on the concept 'Let the cobbler stick to his last, let Gen Z stick to Gen Z,' this business researches the true feelings and insights of Generation Z. It conducts quantitative surveys using web questionnaires and qualitative surveys including interviews and workshops with key opinion leaders, including influencers.

(3) Brand Business

Operates various in-house brands, including a hidden bar for adults in Shinsen '8jikai,' a Japanese-style dashi-based spicy soup shop in Daikanyama 'Tenten Malatang,' and the Reiwa-era board game brand 'Taipa Shijō Shugi®.'

Company Overview

Representative Director: Kento Imataki

Location: Navi Shibuya V 3F, 5-5 Maruyama-cho, Shibuya-ku, Tokyo

Business: Planning and marketing business related to Generation Z, brand business

Website: https://boku-to-watashi-and.com