The largest movie theater chains in the United States and Canada are modernizing their theaters in hopes of attracting more people to watch movies outside their homes. VarietyThey plan to spend $2.2 billion to modernize 21,000 screens over the next three years, including adding activities that the public can do, such as pickleball and ziplining. Michael O’Leary, president and CEO of the National Association of Theatre Owners (NATO), told the publication that the industry feels it has “turned a corner” and that “audiences are returning to theaters.” However, they have to do more to make the shared moviegoing experience more enjoyable.
After all, people have grown accustomed to waiting for movies to come out on streaming in recent years, and they don't go out and buy movies they don't feel compelled to watch as soon as they come out. Total U.S. box office revenues in the summer of this year, for example, are More than 10 percent less than last year. Variety AMC, Regal Cinemas, Cinemark, Cineplex, Marcus Theatres, B&B Theatres, Harkins Theatres and Santikos Entertainment have all told NATO they are investing money to upgrade their facilities.
Companies are expected to spend their budgets on upgrading their laser projectors and sound systems, as well as installing more comfortable seating, better air conditioning, lighting, and carpeting. And yes, they are adding new attractions like pickleball courts, arcades, ziplines, and bowling lanes, which could change what it means to go to the movies. Pictured above is a pickleball court at a B&B Theatre movie theater. “This investment of resources is the next step in our industry’s ongoing commitment to ensuring that going to the movies remains a unique and special experience for generations to come,” O’Leary said. Whether or not the strategy works remains to be seen, but the fact that these companies are willing to spend a collective $2.2 billion on upgrades means they are at least in a better situation than they were at the height of the pandemic.
