Theaters Spending $2.2 Billion To Modernize & Upgrade Moviegoing Experience

The eight largest movie theater chains in North America (AMC, Regal, Cinemark, and others) have announced a collective investment of over $2.2 billion to upgrade more than 21,000 screens in the next three years. The modernization efforts will include improving sound and projection quality, enhancing dining experiences, and potentially adding attractions like pickleball and ziplines in certain locations. “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,” says Michael O’Leary, president of the National Association of Theatre Owners. (Variety)