Movie Theaters Investing Billions In Upgrades, But We’re Just Here For The Zipline

The eight largest theater chains in the US and Canada announced plans to invest over $2.2 billion to upgrade more than 21,000 screens over the next three years. The funds will improve projection, sound, seating, and dining, with some theaters adding attractions like pickleball and ziplines. Variety was first to report.

National Association of Theatre Owners President and CEO Michael O’Leary noted that the industry is optimistic about its future. “The audiences are coming back to the theaters,” O’Leary said, adding that upgrades will meet customer expectations by enhancing common areas and seating.

The pandemic, recent Hollywood strikes, and the rise of streaming services have negatively impacted theaters, with the summer box office down 13% compared to last year. Moviegoers have voiced concerns about the state of theaters, pointing to cleanliness, seating, and projection quality as areas for improvement. O’Leary emphasized that theaters are aware of these challenges and are acting to address them.

The investment will fund upgrades in laser projection, immersive sound, and amenities like arcades, bowling, and, yes, ziplines. The eight chains include AMC, Regal, Cinemark, Cineplex, B&B Theatres, Marcus Theatres, Harkins Theatres, and Santikos Entertainment.

“This investment is the next step in our industry’s commitment to ensuring that going to the theater remains a unique experience for generations to come,” said Bob Bagby, CEO of B&B Theatres.

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