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What is so eventful about an event movie’s arrival to the multiplex, and how does this eventfulness function as both an industry strategy and audience experience? Synthesizing an analysis of trade discourses, promotional campaigns, and manually-curated box office data, this article considers how the concept of eventfulness emerged as a discursive construction and spatiotemporal formation used by the industry to promote moviegoing as more meaningful than other forms of media experience in today’s “anywhere-anytime” and “on-demand” culture. Eventfulness situates the movie theater at the center of a specific, layered structure of  time  – a stretched sense of promotional  anticipation  and cultural  nostalgia  which climaxes during an  ephemeral  moment – and  space  – a discursive space of  cultural buzz  leading up to the event, a  local experience community  marked by fan participation, and an  imagined global audience  which takes shape through the  synchronization  of the event as it simulates “live” broadcasting and connects audiences in time.

“Only in theaters” in an on-demand culture: Event movies as media events