Brief
U.S. theater chains pour $2.7 billion into premium seats, bars and immersive tech
The eight largest circuits have committed $2.2 billion to modernize venues, with new formats and food‑service concepts rolling out nationwide.
By Felo News Desk · Published
According to Variety, U.S. theater exhibitors have invested $2.7 billion over the past two years in upgrades such as heated reclining seats, full‑service bars and immersive sound systems.
What happened
The Cinema United report released Thursday notes that $1.2 billion was spent in the last year alone on premium entertainment experiences. The eight biggest domestic circuits pledged $2.2 billion for a three‑year modernization plan, with $840 million already deployed.
What the reports add
Specific projects include Epic Theatres in Florida adding Luma 4D E‑Motion recliner seats and augmented‑audio screens, while Utah’s Megaplex opened an interactive AR‑bowling complex at its Downtown Daybreak location. Cinemark now offers reclining seats in 72 % of its screens and 650 auditoriums equipped with D‑Box motion seats. Classic Cinemas upgraded its 100‑year‑old LaGrange, Illinois multiplex with heated recliners and DTS:X object‑based sound.
What was said
Michael O’Leary, president and CEO of Cinema United, said, “From the world’s largest circuits to independent theaters on Main Streets… theater owners have shown how much they believe in the future of the big screen.” Mike Bowers, CEO of Harkins and chair of Cinema United, added, “The benefit to communities from movie theaters is unmatched by any other premier entertainment experience.”
How it came about
The investment drive follows a record‑breaking summer box office, prompting exhibitors to enhance the in‑theater experience to retain audiences.
Key facts
- U.S. theater exhibitors have spent $2.7 billion on upgrades over the past two years. (variety.com)
- The eight largest circuits pledged $2.2 billion for a three‑year modernization plan. (variety.com)
- Epic Theatres added Luma 4D E‑Motion recliner seats and augmented‑audio projection. (variety.com)
- Cinemark now has reclining seats in 72 % of its screens and 650 D‑Box motion‑seat auditoriums. (variety.com)
- Classic Cinemas upgraded its LaGrange, Illinois multiplex with heated recliners and DTS:X sound. (variety.com)
Sources
- [1] variety.com — originally reported as “Theaters Re-Invest $2. 7 Billion to Bring In Moviegoers With Heated Reclining Seats, Full-Service Bars, Immersive Sound and More”
