This comes from Variety, which reports that the eight biggest theater chains in the U.S. and Canada (AMC Entertainment Inc., Regal Cinemas, Cinemark USA, Inc., Cineplex, Marcus Theatres Corp., B&B Theatres, Harkins Theatres, and Santikos Entertainment) are investing more than $2.2 billion to modernize and upgrade more than 21,000 screens over the next three years. Michael O’Leary, president and CEO of the National Association of Theatre Owners (NATO), tells the outlet that the upgrades are focused on cleanliness, comfort, and quality. Specifically, expected improvements include practical changes to cinemas like laser projection technology, sound systems, more comfortable seating, air conditioning, and lighting.
Some of the money, however, has gone towards upgrading multiplexes into all-out entertainment complexes. A couple of theaters have already added pickleball courts and ziplines, in addition to introducing more dining and beverage options. (B&B Theatres has already introduced pickleball and bowling at one location.) Amid a lack of so-called “third places,” it makes sense that theaters see an opening to become a one-stop shop for fun activities. Just hope your theater isn’t next to the pickleball court thud-thud-thudding throughout your screening of The Brutalist.
“Today’s consumers rightly demand the best possible experience when they visit our theaters. Operating a theater today is a capital-intensive operation,” NATO Executive Board Chair and CEO of B&B Theatres, Bob Bagby, told Variety. “This investment of resources is the next step in our industry’s ongoing commitment to ensuring that going to the theater remains a unique and special experience for generations to come.”
Editor’s note 9/22: This story has been updated after Variety corrected their initial reporting.
