The biggest theater chains in the US and Canada are giving their cinemas a major upgrade in hopes of enticing more people to watch movies outside of their homes. According to Variety, they’re planning to spend $2.2 billion to modernize 21,000 screens over the next three years — even adding activities audiences can do, like pickleball and ziplining. Michael O’Leary, the president and CEO of the National Association of Theatre Owners (NATO), told the publication that the industry feels it has “turned a corner” and that “audiences are coming back to the theaters.” However, they have to do more to make
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