Major cinema chains in the US and Canada are making major upgrades to their cinemas to attract more people to watch movies outside of their homes. According to Variety, they plan to spend $2.2 billion over the next three years to modernize their 21,000 screens, and also add activities for audiences to enjoy, such as pickleball and ziplining. Michael O’Leary, president and CEO of the National Association of Theatre Owners (NATO), told the magazine that he feels the industry has “turned a corner” and that “audiences are coming back to cinemas.” However, more work needs to be done to make the shared experience of cinemas more enjoyable.
After all, people have become accustomed to waiting for movies to be released on streaming services over the past few years, and won’t go out to see a movie they don’t want to see as soon as it’s released. For example, the U.S. domestic box office this summer is more than 10 percent lower than last year. AMC, Regal Cinemas, Cinemark, Cineplex, Marcus Theatres, B&B Theatres, Harkins Theatres and Santikos Entertainment have all told NATO they are investing money in improvements to their facilities, according to Variety.
The companies are expected to spend their budgets on upgrading laser projectors and sound systems, installing more comfortable seats, better air conditioning, lighting, and carpeting. And of course, they are adding new attractions such as pickleball courts, arcades, zip lines, and bowling alleys that may change what it means to go to the movies. Pictured above is a pickleball court at a B&B Theatres movie theater. “This investment in resources is the next step in our industry’s ongoing efforts to ensure that going to the movies remains a unique and special experience for generations to come,” O’Leary said. It remains to be seen whether this strategy will work, but the fact that these companies are willing to spend a combined $2.2 billion on upgrades indicates that things are at least better than they were at the peak of the pandemic.
