Regardless of the position or role someone has in the organization, it is always recommended to "do" things outside the role functions. This provides a two-fold win: on one hand, increases exposure which could eventually play a big role in moving up the ladder; on the other, it fills up the personal development blank.
Thus, I recommend you to contribute by thinking of ideas to bring more people back to the movie theaters. Reach out to people in your organization, or outside, obtain their engagement, and start the journey. Even if it does not lead to a finalized product, or deliverable, it will have provided you with ideas and knowledge that they can nothing but help you in every facet of your life.