North American theater owners are committing $2.2 billion to enhance the cinema experience, aiming to draw audiences back into theaters following a strong box office rebound this year. The National Association of Theatre Owners (NATO) announced that its members will invest this capital over the next three years to elevate the overall experience for moviegoers.
With blockbuster releases like *Inside Out 2*, *Deadpool & Wolverine*, and *Despicable Me 4* leading the way, NATO’s president and CEO, Michael O’Leary, emphasized the need to compete against the growing popularity of streaming services. “Movie fans of all ages love heading to the local theatre to see great movies on the big screen. But the competition for consumers’ hard-earned dollars is fiercer than ever,” he noted.
This significant investment comes as theaters look to overcome the lingering effects of the pandemic and recent strikes, bolstered by a steady lineup of major releases slated for 2025. “Going to the theatre is an unparalleled entertainment experience, and exhibitors are dedicated to making every visit to their theaters memorable,” O’Leary added.
The funds will support improvements across eight cinema chains in the U.S. and Canada, including AMC Entertainment Inc., Regal Cinemas, Cinemark, and others. Collectively, these chains operate over 21,000 screens, accounting for more than two-thirds of the North American box office.
The upgrades will focus on installing luxury recliners, advanced laser projection technology, immersive sound systems, enhanced food and beverage options, and even adding entertainment features like arcades and bowling. Additionally, theaters will improve air conditioning, lighting, signage, and carpeting to create a more inviting atmosphere for patrons.
