✉news CultureEntertainment first seen 20 h ago, last 10 h ago, peak #6
Theaters bet $2.7 billion on upgrades to win back audiences
Original: Movie theaters are betting $2.7 billion that major upgrades will bring audiences back
Movie theater operators are committing $2.7 billion to major upgrades, including better screens, sound and seating, in a bid to draw audiences back after years of struggling attendance. The spending reflects an industry-wide push to make going to the cinema feel like a premium experience that streaming cannot replicate, though it remains to be seen whether moviegoers will return in sufficient numbers.
Why now: Theaters are making an unusually large collective investment to reverse post-pandemic attendance declines, prompting debate over whether the gamble will pay off.
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