Courtesy of Sony Pictures Last year, Penn Ketchum made a $2 million gamble. As analysts were writing off the movie business, Ketchum, the co-owner of Penn Cinema, took out a big loan to extensively renovate the lobby of one Pennsylvania location. Ketchum added a new bar and kitchen, constructed a beer wall where customers can pour their own drafts and created a lounge area for patrons to enjoy their food and cocktails.
“We were seeing other independently owned theaters struggling financially, so we made the strategic decision that the theaters that will be able to stay open are the ones that invest in themselves,” Ketchum says. “We don’t just offer movies. We want to provide an experience so that going out feels special.”
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