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

Variety - Oct 1, 2026

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 […]

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