PaperAirplane Media‘s The Hangar has surpassed two million downloads of studio-approved digital marketing assets, a significant milestone for a platform launched in October 2020 to solve the rather mundane but logistically convoluted problem of getting the right promotional materials into exhibitors’ hands quickly.

The scale of The Hangar has changed considerably since then. Annual asset additions grew from 2,454 in 2020 to more than 61,000 in 2025, while the number of participating studios, distributors and content partners increased from 11 to more than 105. The platform now serves 27 territories and averages approximately 1,800 unique users each month.

And what are those users downloading? During the summer, social-media video represented 27% of downloads and social graphics another 23%. Digital lobby posters accounted for 19%, followed by web banners at 12% and production stills at roughly 8%. In other words, half of the assets exhibitors pulled from The Hangar were destined for social media.

That is a useful snapshot of how local theatrical marketing has evolved. Exhibitors still need a poster in the lobby, but nowadays they also need a steady supply of video, graphics and other ready-to-use material capable of reaching moviegoers well beyond the cinema itself (that’s a fancy way of saying TikTok and Instagram). The Hangar’s two-million-download milestone therefore says as much about the growing volume and complexity of marketing an individual theatrical release as it does about the success of the platform distributing the assets.