By Kayla DeKraker
Can the movie theater business make a comeback? They’re certainly trying by improving the theater-going experience.
“We see the impact on the community every time we upgrade a theater,” said Eduardo Acuna, CEO of Regal. “As we continue to invest in providing the best moviegoing experience, our customers are enjoying in-theater improvements and digital upgrades.”
According to a report from trade group Cinema United, movie theater owners in the U.S. and Canada have re‑invested more than $1.5 billion over the past year into their venues. Many have even opened new locations.
Ellis Jacob, CEO of Cineplex, said, “We were extremely excited to open a new theatre in Quebec. As Canada’s entertainment leader, we wanted to create a destination that brings people together to enjoy movies, gaming and live entertainment, alongside delicious food and drinks.”
Cinema United represents over 64,000 screens, and many theaters shared how upgrades benefitted moviegoers.
Related: AMC Theaters Plan Major Updates for Moviegoing Experience
“When we open in a new location it’s important for us to really get to know the community,” said Brock Bagby, Chief Content, Programming & Development Officer at B&B Theatres. “We love Joplin so much and the reception we’ve seen from the community has been inspiring.”
Mark Clayton, President of Prosser Wilbert said, “Working on a movie theatre is a very unique experience. My team is always incredibly proud to walk into the theatre after it has opened and watch as so many people enjoy the experience that we helped create. Our work now is part of so many great memories.”
He added, “You’re seeing this evolution of theaters becoming these big inclusive places where family and movie fans can go and spend hours on end.”
Although theaters are finding success, it’s an uphill battle as many people still choose to watch content at home instead.
Last year, Forbes reported, “People want the theatrical experience, but they’re building those theaters at home.” The outlet explained that last year, the purchase of televisions “increased 1200% in the last year…The 2024 Consumer Electronics Show featured many televisions with screens over 100 inches that are shipping now.”
The Hollywood News explained that streaming is still dominating, but theaters have one thing working in their favor: viewer experience.
“Cinemas have one significant advantage over streaming services: their screens and viewing experiences. Major theatres know this and are starting to invest in premium formats like 4DX and IMAX to provide an experience that streaming services cannot replicate,” the outlet said.
Some theaters are using special promotions to encourage people to come to the movies. For example, this month, Regal theaters are showing classic films for $8.99 each.
Time will tell if cinemas can continue to grow and attract audiences, but until then, movie lovers can feel hopeful that things seem to be improving.
Read Next: Are Movie Theaters On Their Way Out?
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