Movie Theater Chains Invest $2.2B In Upgrades Amid Box Office Rebound

North American movie theater owners are committing $2.2 billion to theater upgrades over the next three years, aiming to capitalize on Hollywood’s box office recovery in 2024. The National Association of Theatre Owners announced the fresh investments on Thursday, as exhibitors seek to lure moviegoers back to cinemas with enhanced amenities and a more premium viewing experience.

“There is no question that movie fans of all ages love heading to the local theater to see great movies on the big screen,” said Michael O’Leary, NATO president and CEO. “But the competition for consumers’ hard-earned dollars is fiercer than ever.”

The industry has been facing challenges in the streaming era, as audiences have more options for at-home entertainment.

The planned upgrades come after major box office successes in 2023, with studio hits such as Inside Out 2, Deadpool & Wolverine, Bad Boys: Ride or Die, It Ends With Us and Despicable Me 4 drawing large crowds to multiplexes. The theater investments are part of a broader strategy to continue enticing cinema-goers despite competition from streaming platforms and the lingering impacts of the pandemic.

“Going to the theater is an unparalleled entertainment experience, and exhibitors are dedicated to making every visit to their theaters memorable,” O’Leary added. “This investment reflects that commitment in a tangible way that every moviegoer will see and enjoy.”

The funding will come from eight major theater chains in the U.S. and Canada, including AMC Entertainment, Regal Cinemas, Cinemark, Cineplex, Marcus Theatres, B&B Theatres, Harkins Theatres and Santikos Entertainment. Together, these chains operate over 21,000 screens and account for more than two-thirds of the North American box office.

The upgrades will include luxury recliners, laser projection technology, immersive sound systems, expanded food and beverage offerings and additional amenities like arcades and bowling. Theater owners are also focusing on improvements to air conditioning, lighting, signage and carpeting to further enhance the moviegoing experience.

These enhancements follow a rebound in box office performance, driven by films like Kingdom of the Planet of the Apes and Twisters, and highlight the role of premium offerings such a IMAX in boosting revenue per customer.

Ron Rocky Coloma: Ron Rocky Coloma is the Founder and Director of Entertainment Flair, an editor and a writer who specializes in entertainment, fashion and lifestyle journalism. He is passionate about telling the stories of designers, artists and creatives, bringing their narratives to life and showcasing their talent and vision. At Entertainment Flair, Coloma continues to innovate and elevate the art of storytelling, striving to inspire and engage audiences with every piece of content he creates, which is viewed by audiences in 62 countries. Throughout his career, Coloma has contributed to esteemed publications such as Pacific Daily News (formerly part of the Gannett and USA TODAY NETWORK), The Guam Daily Post, Pacific Island Times, Affinity Magazine, MINT Magazine, Peninsula Press and The Stanford Daily. These experiences have honed his ability to craft compelling stories that resonate with diverse audiences. Coloma has been invited to cover private industry shows at New York Fashion Week, London Fashion Week, Paris Fashion Week, Milan Fashion Week, Copenhagen Fashion Week, Tokyo Fashion Week and Seoul Fashion Week, further solidifying his standing in the industry. These opportunities have enriched his understanding of global fashion trends and the visionary minds behind them. A proud alumnus of Stanford University, Coloma earned both his bachelor’s degree in Communication and a master’s degree in Communication with a focus on Data Journalism, all within an accelerated timeframe of four years. His academic journey at Stanford equipped him with a unique blend of storytelling prowess and data-driven insights, enabling him to deliver impactful and well-rounded narratives.
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