IHS forecasts that ‘event cinema’ revenues globally will hit $1 billion by 2019. Event Cinema is defined as non-theatrical programming in cinemas enabled by the transition to digital projection technology, and covers everything from operas to eSports, theatre to secret cinema: since you have to actually go to the cinema, and then watch something live, IP&TV would go so far as to call event cinema the opposite of OTT!
Source: The opposite of OTT? Event cinema revenue to hit $1bn | IP&TV News