Pathé, a Dutch cinema chain, announced a one‑night experiment called Pathé REWIND scheduled for November 9 at its Pathé Buitenhof location in The Hague. The event will involve 30 film fans who will be guided through an online hypnosis session by veteran hypnotherapist Victor Kraemer, followed by a second hypnosis session immediately before a movie screening.
Participants will choose from four titles – The Matrix, Se7en, La La Land and Interstellar – and will be asked to watch the film as if they have never seen it before. Pathé stated that the aim is to test whether the “magic of a first viewing” can be recreated, though it did not detail how it will verify whether participants truly forget the plot.
Context: Streaming Revenue Outpaces Box‑Office Sales
Netflix’s revenue in the United States and Canada has grown significantly, surpassing regional box‑office receipts. In 2019, the North American box office generated $11.36 billion, while Netflix earned $10.05 billion in the same market. By 2025, Netflix’s regional revenue had risen to $19.96 billion, whereas box‑office receipts fell to $8.66 billion.
Industry Response
The experiment reflects broader efforts by cinema operators to offer experiences that streaming services cannot replicate at home. AMC Entertainment, for example, has introduced cryptocurrency payment options and previously attracted retail‑trader attention during a meme‑stock rally.
AMC reported second‑quarter revenue of $1.59 billion, a 14 % year‑over‑year increase, and is slated to release its third‑quarter results on November 4.
Outlook
Pathé’s hypnosis test is limited to a single night and a small group of participants. Whether such experiential initiatives can narrow the revenue gap between streaming platforms and traditional theaters remains uncertain.
