[109 Cinemas x SHIBUYA109 lab.] Turning Movie Time into Digital Detox Time: Student-Only "Digital Detox Cinema" Held

SHIBUYA109 lab., a youth marketing research institution operated by SHIBUYA109 Entertainment, has partnered with Tokyu Recreation to plan "Digital Detox Cinema," an event that allows visitors to enjoy the cinema as a space for digital detox. Leveraging the insights from a survey of 574 individuals aged 15-24 and their monthly interactions with 200 members of Generation Z, SHIBUYA109 lab. aims to support students in their digital detox journey. The event will take place on weekdays from June 1, 2026, to June 30, 2026, at 109 Cinemas Kawasaki.

In recent years, trends among Generation Z have shown an increase in experiences that involve disconnecting from smartphones. A survey revealed that 64.6% of Gen Z members want to create time away from smartphones and social media, as they practice "attention detox" due to fatigue from information and communication overloads. The practice of "going to the cinema" was cited as a specific way to engage in digital detox, which led to the creation of this event. The unique characteristics of cinemas, such as the darkness, immersion, and non-daily experience, are redefined as a space for digital detox.

During the event, participants will seal their powered-off smartphones in a "Digi-Deto Envelope" provided at the theater entrance before enjoying the film. Additionally, participants can write their impressions on a "Digi-Deto Ema Sticker" to display in the lobby. As a participation benefit, a "Digi-Deto Omamori" (amulet) will be distributed, which includes a coupon that can be exchanged for popcorn on a future visit. The event is exclusive to high school and university students, running only on weekdays throughout June 2026.