Movie theater chains unveil $2.2B plan to improve ‘cinematic experience’

Your local movie theater might soon be undergoing some major changes.
The eight largest movie theater chains in the United States and Canada announced last week plans to invest more than $2.2 billion in the next three years in an effort to upgrade entertainment experiences at the facilities.
The announcement came in a news release from the National Association of Theatre Owners last Thursday. The organization represents theater owners from around the world and said the eight chains involved in the commitment represent over 21,000 screens across 1,600 locations in all 50 states and Canada.
The eight companies that reported to the theater owners association include AMC, Regal Cinemas, Cinemark, Cineplex, Marcus Theatres Corp., B&B Theatres, Harkins Theatres and Santikos Entertainment.
The investment comes as the movie theater industry has been hampered by the boom of streaming services like Netflix and Hulu, as well as the COVID-19 pandemic that prompted theaters to shut down for months.
According to the theater owners association, the funds will be used on an “array of projects to modernize and improve theaters of all sizes,” including adding the latest laser projection technology and immersive sound systems, installing more comfortable seats, and creating “family entertainment” options such as arcades and bowling.
Other projects the funds could be used for include upgrading air conditioning, lighting, signage and carpeting at the theaters.
“There is no question that movie fans of all ages love heading to the local theatre to see great movies on the big screen. But the competition for consumers’ hard-earned dollars is fiercer than ever,” said National Association of Theatre Owners President & CEO Michael O’Leary in the news release.
“Going to the theatre is an unparalleled entertainment experience, and exhibitors are dedicated to making every visit to their theatres memorable.  This investment reflects that commitment in a tangible way that every moviegoer will see and enjoy,” O’Leary added.
“This investment of resources is the next step in our industry’s ongoing commitment to ensuring that going to the theatre remains a unique and special experience for generations to come,” said National Association of Theatre Owners Executive Board Chair and CEO of B&B Theatres, Bob Bagby, in the announcement.
Gabe Hauari is a national trending news reporter at USA TODAY. You can follow him on X @GabeHauari or email him at [email protected].