Major theater chains in the U.S. and Canada are overhauling their theaters in hopes of getting more people to watch movies outside of their homes. according to Diversitythey plan to spend $2.2 billion over the next three years to modernize the 21,000 screens — even adding activities viewers can do, like pickleball and ziplining. Michael O’Leary, president and CEO of the National Association of Theater Owners (NATO), told the publication that the industry feels it has “turned a corner” and “audiences are coming back to theaters.” However, they need to do more to make the shared cinema experience more enjoyable.
People have gotten used to waiting for movies to release over the years, and they don’t go to movies they don’t have to see as soon as they come out. For example, this year’s summer box office total is US domestic gross It is more than 10 percent lower compared to last year. Diversity says AMC, Regal Cinemas, Cinemark, Cineplex, Marcus Theatres, B&B Theatres, Harkins Theaters and Santikos Entertainment have told NATO they are investing money to improve their facilities.
Companies are expected to spend their budgets on upgrading laser projectors and sound systems, as well as installing more comfortable seats, better air conditioning, lighting and carpeting. And, yes, they’re adding new attractions like pickleball courts, arcades, ziplines and bowling alleys that could change the meaning of going to the movies. The picture above is the pickleball court at the B&B Theatre. “This investment of resources is the next step in our industry’s ongoing commitment to ensure that going to the theater remains a unique and special experience for generations to come,” said O’Leary. Whether the strategy works remains to be seen, but the fact that these companies are willing to spend a combined $2.2 billion on improvements suggests they’re at least in a better place. since they are in it at the height of the pandemic.
