Thu Sep 19 17:47:00 UTC 2024: ## US and Canada Theaters Invest $2.2 Billion in Upgrades to Lure Moviegoers Back

**LOS ANGELES, CA – SEPTEMBER 19, 2024** – Eight major theater chains across the US and Canada are launching a multi-billion dollar plan to revitalize the moviegoing experience. The investment, totaling over $2.2 billion, will be used to upgrade over 21,000 screens over the next three years.

These upgrades will focus on enhancing projection, sound, seating, and dining areas. Some locations are even adding attractions like pickleball and ziplines. The goal is to address concerns from moviegoers about cleanliness, seating, and projection quality, as well as provide a more immersive and engaging experience.

The investment comes at a time when the theater industry faces challenges from the ongoing impact of the pandemic, recent Hollywood strikes, and the rise of streaming services. Despite these challenges, the National Association of Theatre Owners (NATO) remains optimistic about the future, with audiences gradually returning to theaters.

“The industry is committed to ensuring that going to the theater remains a unique experience for generations to come,” said Bob Bagby, CEO of B&B Theatres. “These upgrades are just the next step in our ongoing commitment to providing the best possible movie experience for our guests.”

The eight participating theater chains include AMC, Regal, Cinemark, Cineplex, B&B Theatres, Marcus Theatres, Harkins Theatres, and Santikos Entertainment. The investment signifies a collective effort to modernize the theater experience and attract audiences back to the big screen.

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