Which major film studio pioneered the concept of 'shop-in-shop' retail experiences within movie theaters, allowing viewers to purchase merchandise from the film they just watched?

Major film studios have increasingly diversified their revenue streams beyond box office sales. One significant area of innovation has been in their retail strategies, creating immersive shopping experiences that extend their storytelling capabilities. This trivia question explores how a leading studio revolutionized the connection between cinematic experiences and retail engagement.

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Universal Studios with their 'Cinema Store' concept in 2015
Warner Bros. with their 'Studio Store Direct' program in 2018
Disney with their 'After Credits Collection' in 2016
Paramount Pictures with their 'Film to Fashion' boutiques in 2017