Photo credit: www.businessinsider.com
The movie theater industry, facing significant financial challenges, is exploring innovative solutions to revive its fortunes, including a focus on pickleball and ziplining.
The National Association of Theater Owners (NATO), which represents the eight largest theater chains in the U.S. and Canada, recently announced plans to invest over $2.2 billion in modernization efforts over the next three years.
This investment aims to address essential renovations for many theaters, prioritizing upgrades such as more comfortable seating, improved projection and sound technology, and enhanced snack offerings.
Additionally, the initiative will focus on upgrading crucial infrastructure, including better air conditioning, lighting, carpeting, and signage that enhances the overall moviegoing experience.
Beyond mere renovations, NATO is also looking to diversify entertainment options within theaters by incorporating family-friendly activities such as bowling and arcades.
According to Michael O’Leary, president and CEO of the association, pickleball courts and zipline attractions may be introduced at select theater complexes. “Consumers today are very demanding and they want to have a range of things that they can do in any given setting,” O’Leary remarked.
NATO advocates for several prominent chains including AMC Entertainment Inc., Regal Cinemas, Cinemark USA, Inc., Cineplex, Marcus Theatres Corp., B&B Theatres, Harkins Theatres, and Santikos Entertainment. Together, these chains represent approximately 1,600 locations, contributing to 67% of box office revenues.
While some insiders suggest that while the addition of pickleball and zipline activities is on the table, it may not be an extensive plan across all locations.
Related stories
The association, however, did not respond to queries from Business Insider regarding these developments.
The strategy of enhancing both facilities and entertainment options comes as theaters seek to attract audiences following several years of declining attendance and falling sales.
Nonetheless, theaters may confront a unique challenge as pickleball has garnered its share of criticism. Despite being the fastest-growing sport in the nation, its characteristic noise has proven contentious, drawing ire from some tennis enthusiasts and residents who have reported complaints about the disruptive sounds.
Interestingly, the integration of pickleball in movie theaters is not without precedent; a B&B Theatres location in Texas already features outdoor pickleball courts as part of its entertainment offerings.
Source
www.businessinsider.com