An investment of $2.2 billion to modernise cinemas is the announcement made by the eight largest theatres chains in the US and Canada.
As reported by Variety, B&B Theatres, Cinemark USA, Cineplex, Harkins Theatres, Marcus Theatres, MC Entertainment, Regal Cinemas, and Santikos Entertainment announced to the National Association of Theatre Owners that they will share the investment in the more than 21,000 theatres they own. The eight companies combined account for 67% of the US box office.
Upgrades will include projection and sound systems, theatre seating to make it more comfortable, air conditioning systems, and overall furnishings. All this will improve the experience of cinema-goers, who despite the downturns of recent years are returning to the cinema.
The modernisation of the facilities will take place over a period of three years.
The investment is intended not only to improve the experience customers will have in the theatres, but also to enrich it in order to make the cinemas a point of reference in everyday life, through the opening of refreshment areas or other types of entertainment, such as bowling
For further information please refer to the website of NATO – National Association of Theatre Owners.
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