Theaters Re-Invest $2.7 Billion to Bring In Moviegoers With Heated Reclining Seats, Full-Service Bars, Immersive Sound and More

By Pat Saperstein

Pat Saperstein

Deputy Editor

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As the summer box office closes at an all-time high, theaters across North America are aiming to keep audiences engaged by spending $2.7 billion over the past two years on upgrades and innovations. The exhibition chains are investing big in amenities such as premium large formats and expanded food and beverage services, according to Cinema United, which unveiled its Cinema Investment report Thursday.

In the past year alone, theaters spent $1.2 billion to create premium entertainment experiences. The eight largest domestic circuits spent $840 million in the past year after pledging $2.2 billion to modernize and upgrade theaters over a three-year period.

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