Movies 3 months ago

Get Ready for Bowling and Pickleball at Theaters

Discover how theaters are evolving with a $2.2 billion investment, adding amenities like pickleball and bowling to enhance the moviegoing experience.

Amid growing concerns about the potential decline of the theatrical film industry, a coalition of theater chains has proposed an innovative solution: pickleball. The National Association of Theatre Owners (NATO) recently announced a substantial $2.2 billion investment to enhance the moviegoing experience, which will support upgrades in sound systems, seating, concessions, and laser projection technology.

In addition to these improvements, theaters are considering the construction of ancillary amenities such as pickleball courts, bowling alleys, arcades, and ropes courses at their locations. NATO's president and CEO, Michael O'Leary, emphasized that this investment signifies a commitment to enhancing the cinema experience for all moviegoers.

Over the past decade, the theatrical industry has faced significant challenges, including a shift from film to digital projection, reduced release windows, and financial struggles worsened by the Covid-19 pandemic. However, the success of last year’s simultaneous release of Barbie and Oppenheimer, dubbed Barbenheimer, helped revive interest in theaters.

NATO's announcement indicates a proactive approach to rejuvenate the industry, focusing on optimizing existing infrastructure and ensuring cleanliness. A new emphasis on non-theatrical amenities marks a shift in strategy, appealing to a broader audience.

Paul Farnsworth, an executive at B&B Theatres, shared that the company is investing heavily in both their theatrical offerings and new amenities. B&B has transformed from small-town cinemas to large-scale luxury entertainment centers that incorporate features like bowling and pickleball.

Emagine Entertainment, operating in the Midwest, has also broadened its offerings. CEO Anthony J. LaVerde stated that diversifying entertainment options is crucial for attracting visitors and allowing them to enjoy the new amenities available.

As the year progresses, several highly anticipated films are set to debut, including the first part of Wicked, Moana 2, Joker: Folie à Deux, and Gladiator II. Regardless of these major releases, theaters are looking ahead to a more promising future.