The biggest theater chains in the US and Canada are investing $2.2 billion to upgrade 21,000 screens over the next three years, aiming to draw more people away from streaming services and back to the theaters. Adding activities like pickleball and ziplining, the industry hopes to make the shared cinematic experience more enjoyable and attract audiences who have become accustomed to watching movies at home. Despite a decline in this year’s summer box office revenue, major theater chains like AMC, Regal Cinemas, and Cinemark are committing to improving facilities with better projectors, sound systems, seating, and additional attractions like arcades and bowling alleys. This substantial investment signals a turning point for the industry, as executives believe in the long-term benefits of enhancing the moviegoing experience for future generations.
