Pickleball courts may soon be part of your local movie theater experience.
The top eight movie theater chains in the U.S. have pledged to invest over $2.2 billion in modernizing and upgrading their cinemas over the next three years, as announced by the National Association of Theatre Owners (NATO) on Thursday. This investment will enhance various aspects of the moviegoing experience, including improved screens, projection, sound, seating, air conditioning, lighting, signage, and concessions. Additionally, theaters will add amenities like bars, restaurants, arcades, and even pickleball courts to create a more comprehensive entertainment experience.
Michael O’Leary, NATO’s president and CEO, shared insights about this initiative, mentioning a new B&B Theatres location in Dallas that features 12 screens alongside outdoor spaces, bars, live performance areas, and pickleball courts. He noted that while not every theater will include such features, these upgrades reflect a broader effort to enhance the overall experience for moviegoers.
“This is about providing fans with an expanded experience beyond just watching movies,” O’Leary explained. With box office revenues picking up, there’s renewed capital available to invest in theaters—something that has been lacking in recent years.
The eight theater chains involved—AMC Entertainment, Regal Cinemas, Cinemark, Cineplex, Marcus Theatres, B&B Theatres, Harkins Theatres, and Santikos Entertainment—operate approximately 21,000 screens, representing about two-thirds of the U.S. box office. While not all screens require upgrades, many do, and maintaining them is costly.
O’Leary believes that these investments will not only enhance the existing theaters but may also enable chains to explore new locations in underserved areas. He emphasizes that creating a more inviting environment will encourage repeat visits. “There’s a direct connection between the theater experience and audience attendance,” he said, optimistic that these enhancements will ultimately lead to increased moviegoing in the future.
Potential new attractions include pickleball courts, bowling alleys, arcades, ziplines, and ropes courses.
For instance, the B&B Theatre location in Red Oak, TX, has already transformed into an entertainment hub featuring 12 theaters, a performance space, bowling lanes, an outdoor bar, and two pickleball courts.
