For years, cinema operators have been told to focus on SEO—search engine optimization—as the primary way to be discovered online. Ranking high on Google means more visibility, which in turn tends to lead to more ticket sales and foot traffic. As AI-powered tools like ChatGPT, Gemini, and Perplexity increasingly become starting points for consumer discovery, theaters now face the challenge of ensuring their cinema is recommended by generative AI. That’s where GEO—generative engine optimization—comes in.