Eight of the top movie movie theater chains in North America are planning to invest a combined $2.2 billion over the next three years to revamp their cinemas, the National Association of Theater Owners (NATO) said, ahead of its annual fall summit.
“There is no question that movie fans of all ages love heading to the local theatre to see great movies on the big screen. But the competition for consumers’ hard-earned dollars is fiercer than ever,” said NATO President & CEO Michael O’Leary. “Going to the theatre is an unparalleled entertainment experience, and exhibitors are dedicated to making every visit to their theaters memorable. This investment reflects that commitment in a tangible way that every moviegoer will see and enjoy.”
Consumers today are demanding a range of experiences
The eight companies that reported to NATO represent over 1,600 site locations and cover all 50 states and Canada: AMC Entertainment Inc., Regal Cinemas, Cinemark USA, Inc., Cineplex, Marcus Theatres Corp., B&B Theatres, Harkins Theatres, and Santikos Entertainment.
While the upgrades will include more comfortable seating, improved sound systems, and swankier concession areas, theater owners are not stopping there. They’re also considering some truly unexpected additions, according to Variety – think pickleball courts and even ziplines! (yes, you read that right)
‘Movie theater attendance struggles to recover’
The move comes as movie theater attendance struggles to recover from pandemic closures, Hollywood strikes and competition from streaming services, with summer box office totals down 13% compared to last year. This, coupled with growing complaints on social media about dirty theaters, substandard seats, and poor projection quality, has prompted theater chains to consider upgrade plans.
“Today’s consumers rightly demand the best possible experience when they visit our theatres. Operating a theatre today is a capital-intensive operation,” said NATO Executive Board Chair and CEO of B&B Theatres, Bob Bagby. “This investment of resources is the next step in our industry’s ongoing commitment to ensuring that going to the theatre remains a unique and special experience for generations to come.”
Whether ziplines and pickleball courts will become the new popcorn and movie combo remains to be seen. But one thing’s for sure – the movie theater experience is about to get a major shakeup.
