The lines between mobile, streaming, and theatrical are blurring and brands born on small screens are increasingly using big screen moments to amplify their impact. This session explores how cross-screen strategies actually play out in practice through real-world examples like Chime's evolution from mobile-first fintech to CTV advertiser, and Rovio's transformation of the Angry Birds franchise from mobile game phenomenon to theatrical success. We'll examine what happens when mobile-first brands and IP scale to CTV, how marketers measure what's truly incremental, and why the small screen and big screen interplay matters more than ever in a fragmented media landscape.