Theaters Re-Invest $2.7 Billion to Bring In Moviegoers With Heated Reclining Seats, Full-Service Bars, Immersive Sound and More

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.

The report spotlights extensive investment at several circuits, such as Florida’s Epic Theatres, which added Luma 4D E-Motion recliner seats, proprietary premium large-format projection with augmented audio, full bars and arcades. Utah’s Megaplex opened an entertainment complex featuring interactive, augmented-reality bowling at its Downtown Daybreak location.

Meanwhile, Cinemark offers 72% reclining seats, the highest concentration among major U.S. exhibitors, plus 650 D-Box motion seat-equipped auditoriums and private label PLF Cinemark XD. Classic Cinemas upgraded its 100-year-old LaGrange, Illinois multiplex with amenities including heated recliners and DTS:X immersive object-based sound.

Cinema United represents more than 63,000 screens worldwide. The report also featured Major Cinema, a chain of cinemas in Thailand, which offers 23 kids cinemas that include ball pits at the front of the colorful auditorium furnished with sofas and large pillows.

“From the world’s largest circuits to independent theaters on Main Streets across this great nation, theater owners have shown how much they believe in the future of the big screen, and 2026’s strong box office proves that commitment is paying off,” said Michael O’Leary, president and CEO of Cinema United. “When a theater reinvests in itself, everyone wins — moviegoers get a better experience, studios get a stronger platform, local businesses benefit, and contractors get the work that comes with it. Cinema United members are reaffirming that there is nothing like seeing a movie on a big screen. Every investment in a movie theater is an investment in the community it serves, which is why moviegoing will remain essential for generations to come.”

Harkins theaters added 13 new Cinéxl PLF auditoriums and four Cinébar locations, plus Arizona’s first 4D E-Motion location at Phoenix’s Norterra.

“The benefit to communities from movie theaters is unmatched by any other premier entertainment experience, and that is why they remain so valued in major cities and small towns worldwide,” said Mike Bowers, CEO of Harkins and chair of Cinema United. “These investments continue our industry’s long history of ensuring that every moviegoing experience is a premium one.”