By More than $2.2 billion is set to be invested over the next three years to modernize and upgrade over 21,000 screens in North America.
The eight biggest theater chains across the continent announced their plans on Thursday, saying the investment will cover everything from improved sound and projection to upgrading dining experiences.
Some locations will also get attractions like pickleball, arcades, bowling alleys and ziplines to keep kids, and kids at heart, entertained.
Michael O’Leary, president and CEO of the National Association of Theatre Owners, tells Variety:
“Across the industry, we’re feeling that perhaps we’ve turned a corner. The audiences are coming back to the theaters. There’s just a very positive kind of feeling about the future.”
The exhibition business remains impacted post-pandemic with box office totals around 13% below last year at the same point in time.
This hopes to attract back moviegoers and hopefully stifle some of the complaints on social media that cinemas are dirty or have substandard seats and/or projection.
A big part of that goes beyond the cinema and seating – it also means common areas like bathrooms, lobbies and concession areas are going to be upgraded to be “new, fresh and well-maintained”.
The theater chains who have reported their investment goals to NATO include AMC Entertainment Inc., Regal Cinemas, Cinemark USA, Inc., Cineplex, Marcus Theatres Corp., B&B Theatres, Harkins Theatres and Santikos Entertainment.
NATO says the funding is likely going towards laser projection technology, immersive sound systems, more comfortable seating, state-of-the-art air conditioning, lighting, signage and carpeting.
Source: Variety
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