The new theatrical space investment is to come from eight cinema chains in the U.S. and Canada: AMC Entertainment Inc., Regal Cinemas, Cinemark, Cineplex, Marcus Theatres Corp., B&B Theatres, Harkins Theatres and Santikos Entertainment. Together, the national and regional circuits have over 21,000 screens and bring in just over two-thirds of the North American box office.
Theater makeovers by installing luxury recliners and other amenities aren’t new for the exhibition industry. But taking advantage of the current industry rebound — which included the summer success of Kingdom of the Planet of the Apes and Twisters — calls for recognizing that the box office per patron metric is partly driven by moviegoers paying extra for Imax and other premium theater offerings.
The latest investment from North American theater owners is set to go towards upgrading locations with laser projection technology and immersive sound systems, better food and beverage options, adding arcades and bowling to locations, and enhancing theater air conditioning, lighting, signage and carpeting.