Pickleball and Zip Lines Are Coming to Movie Theaters as Chains Try to Compete with Streamers

At a time when streaming services threaten to take the theater industry the way of Blockbuster, a group of theater chains has pledged serious money to boost business by adding amenities such as pickleball and zip lines to their events.

On Thursday, the National Association of Theatre Owners (NATO) pledged $2.2 billion to improve the theater experience. NATO is comprised of hundreds of theater chains in all 50 states and more than 100 countries. The funds will go toward improving sound systems, seating, technology and concessions, while there are also plans for additional features and amenities such as arcades, bowling alleys, ropes courses, pickleball courts and more.

NATO President and CEO Michael O’Leary “This investment reflects that commitment in a tangible way that every moviegoer will see and enjoy.”

The statement said theatres were “the cornerstones of their local communities, providing first jobs, hosting first meetings, providing affordable and accessible entertainment, and attracting consumers to retail and entertainment venues.”

The eight largest chains in the association have committed more than $2 billion over the next three years for developments across more than 21,000 screens. That would account for about two-thirds of the entire U.S. box office. The theater chains that have announced investment targets are AMC Entertainment Inc., Regal Cinemas, B&B Theatres, Harkins Theatres, Cinemark USA, Inc., Cineplex, Marcus Theatres Corp. and Santikos Entertainment.

“You’re going to create a more inviting environment, an environment where people not only want to go, but want to come back,” O’Leary said. “I think there’s a direct correlation between the theater, the experience people have there, the way they feel about the theater, and not just wanting to go, but wanting to come. So I think this investment will allow more people to go to the movies in the future.”

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