It’s time for moviegoing to get a makeover.
From selling pot along with popcorn to offering cellphone-friendly screenings, cinema owners could soon overhaul the way their customers watch films. These changes, many of them once considered sacrilegious, may give the box office a much-needed boost.
And there are plenty of people out there to entice, given that the majority of Americans these days aren’t regular moviegoers. While the U.S. population has grown steadily over the decades, there haven’t been many recent innovations drawing newcomers to the multiplex. The current crop of amenities are mostly luxe offerings that make the experience more expensive, like Imax or dine-in
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