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Entertainment
Report

North American theaters spent $2.7 billion on upgrades over two years

Variety, citing Cinema United, reports that $1.2 billion of the spending came in the past year.

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10 Sources, 12h ago, first seen 12h ago

TLDR

Variety reports that, according to a Cinema United report released in October 2026, North American theaters spent $2.7 billion over the preceding two years on upgrades. That includes $1.2 billion in the past year. The investments range from heated reclining seats and full bars to premium large-format projection and expanded food and drink services.

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290.6K

10 Sources, first seen 12h ago

3.1K likes168 comments302 saves435 reposts
Featured Source

Combined views

290.6K

10 Sources, first seen 12h ago

3.1K likes168 comments302 saves435 reposts

Sentiment

Positive16.4%83.6%Negative

Summary

Many accounts criticized the $2.7 billion theater upgrades for prioritizing amenities like heated seats and bars over better movies and lower prices, while some welcomed the focus on improving the overall experience.

Based on 60 sentiment-bearing replies from 54 accounts across 7 conversations.

Sentiment

Positive16.4%83.6%Negative

Summary

Many accounts criticized the $2.7 billion theater upgrades for prioritizing amenities like heated seats and bars over better movies and lower prices, while some welcomed the focus on improving the overall experience.

Based on 60 sentiment-bearing replies from 54 accounts across 7 conversations.

10 Sources

@VarietyTheaters Re-Invest $2.7 Billion to Bring In Moviegoers With Heated Reclining Seats, Full-Service Bars, Immersive Sound and More https://variety.com/2026/film/news/theaters-2-7-billion-heated-seats-bars-plfs-1236894080/
@cj_prinnone of it was invested in making the projection quality good and consistent
@MegganAndersonI would rather watch my films at home. We can build the set up of our dreams, no traveling, no kids, eat and wear whatever we want while lounging. People still wanna buy first-run films, we just have zero need to leave our homes to do so in 2026. I feel that the majority of people who like their home lives agree.
@DukeOfZamundaPeople want cheaper tickets not heated seats
@eventualforevernext up can AMC work on masking their screens it makes a huge difference
@adamhlavacInvesting in butt warmers isn't going to lure people to the theater if your projecting dim movies in 2K with 15 year old technology. Things like seating and "premium" concessions should lower on the priority list. Large format projection is where it's at.
@ScreendailyNorth American exhibitors invested $1.2bn in upgrades in past year, Cinema United says https://www.screendaily.com/news/north-american-exhibitors-invested-12bn-in-upgrades-in-past-year-cinema-united-says/5220970.article
@Ryan__Rigg$AMC Theaters Re-Invest $2.7 Billion to Bring In Moviegoers With Heated Reclining Seats, Full-Service Bars, Immersive Sound and More $IMAX As the summer box office closes at an all-time high, theaters across North America are aiming to keep audiences engaged by spending $2.7 billion over the past two years on upgrades and innovations. The exhibition chains are investing big in amenities such as premium large formats and expanded food and beverage services, according to Cinema United, which unveiled its Cinema Investment report Thursday. In the past year alone, theaters spent $1.2 billion to create premium entertainment experiences. The eight largest domestic circuits spent $840 million in the past year after pledging $2.2 billion to modernize and upgrade theaters over a three-year period. https://variety.com/2026/film/news/theaters-2-7-billion-heated-seats-bars-plfs-1236894080/
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    10 Sources

    @VarietyTheaters Re-Invest $2.7 Billion to Bring In Moviegoers With Heated Reclining Seats, Full-Service Bars, Immersive Sound and More https://variety.com/2026/film/news/theaters-2-7-billion-heated-seats-bars-plfs-1236894080/
    @cj_prinnone of it was invested in making the projection quality good and consistent
    @MegganAndersonI would rather watch my films at home. We can build the set up of our dreams, no traveling, no kids, eat and wear whatever we want while lounging. People still wanna buy first-run films, we just have zero need to leave our homes to do so in 2026. I feel that the majority of people who like their home lives agree.
    @DukeOfZamundaPeople want cheaper tickets not heated seats
    @eventualforevernext up can AMC work on masking their screens it makes a huge difference
    @adamhlavacInvesting in butt warmers isn't going to lure people to the theater if your projecting dim movies in 2K with 15 year old technology. Things like seating and "premium" concessions should lower on the priority list. Large format projection is where it's at.
    @ScreendailyNorth American exhibitors invested $1.2bn in upgrades in past year, Cinema United says https://www.screendaily.com/news/north-american-exhibitors-invested-12bn-in-upgrades-in-past-year-cinema-united-says/5220970.article
    @Ryan__Rigg$AMC Theaters Re-Invest $2.7 Billion to Bring In Moviegoers With Heated Reclining Seats, Full-Service Bars, Immersive Sound and More $IMAX As the summer box office closes at an all-time high, theaters across North America are aiming to keep audiences engaged by spending $2.7 billion over the past two years on upgrades and innovations. The exhibition chains are investing big in amenities such as premium large formats and expanded food and beverage services, according to Cinema United, which unveiled its Cinema Investment report Thursday. In the past year alone, theaters spent $1.2 billion to create premium entertainment experiences. The eight largest domestic circuits spent $840 million in the past year after pledging $2.2 billion to modernize and upgrade theaters over a three-year period. https://variety.com/2026/film/news/theaters-2-7-billion-heated-seats-bars-plfs-1236894080/
    Today's Rank

    #16

    Today's Rank

    #16