Popcorn and pickleball? Movie chains spending $2.2 billion to get people back to theaters

While 22% of Americans say they have a home theater, far fewer have a pickleball court.

But integrating the hot new sport into the moviegoing experience is just one perk of a $2.2 billion upgrade to the country’s major theater chains that has been announced by the National Association of Theatre Owners.

The upgrades include amenities you might expect — everything from upgraded seats to sound systems; laser projectors to air conditioning; and more offerings at the concession stand — but also ones you may not, like pickleball courts, arcades and suspended rope courses.

All of it is designed to get you off your couch and back to the movies, says the association’s president and CEO, Michael O’Leary, in a statement — well, not in so many words: “This investment reflects that commitment in a tangible way that every moviegoer will see and enjoy.”

He adds, “The competition for consumers’ hard-earned dollars is fiercer than ever. Going to the theatre is an unparalleled entertainment experience, and exhibitors are dedicated to making every visit to their theatres memorable.”

As an example, the B&B Theatres location in Red Oak, Texas, has been refurbished into a full-on entertainment center, that not only has 12 theaters, but a performance space, bowling lanes, an outdoor bar and, yes, two pickleball courts.

The eight largest theater chains in the U.S. and Canada are taking part in the efforts, including AMC Entertainment, Cinemark and Regal Cinemas.

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