Theaters Have Reinvested $2.7 Billion
Summary
Movie theaters aren't sitting around waiting for Hollywood to fix the theatrical business. They've put billions into upgrading the experience and betting that audiences will still pay to see movies on the big screen.
North American theater owners have reportedly invested around $2.7 billion into their cinemas over the past two years. The spending comes as exhibitors continue to deal with streaming, shorter theatrical windows and changing audience habits. Theater owners are betting that improvements to the physical experience can make going to the movies feel more like an event. The investment is a sign that exhibitors see a future for theatrical film but one that may require a very different moviegoing experience.
