Cinema United Report: North American Theaters Invested $2.7 Billion in Upgrades
Cinema United's Cinema Investment report reveals North American theaters spent $2.7 billion over two years on upgrades, with $1.2 billion in the past year.
Cinema United released its Cinema Investment report on Thursday, revealing that theaters across North America have spent $2.7 billion over the past two years on upgrades and innovations. The report also states that theaters spent $1.2 billion in the past year alone on premium entertainment experiences.
The eight largest domestic circuits accounted for $840 million of that spending in the past year, after pledging $2.2 billion over three years to modernize their theaters.
Individual chains have rolled out a range of new amenities. Epic Theatres added Luma 4D E-Motion recliner seats, proprietary premium large-format projection with augmented audio, full bars and arcades. Megaplex opened an entertainment complex with augmented-reality bowling at its Downtown Daybreak location in Utah. Cinemark now offers 72% reclining seats and 650 D-Box motion seat-equipped auditoriums. Classic Cinemas upgraded its 100-year-old LaGrange, Illinois multiplex with heated recliners and DTS:X immersive sound.
Overseas, Major Cinema in Thailand offers 23 kids cinemas with ball pits. In the U.S., Harkins added 13 new Cinéxl PLF auditoriums, four Cinébar locations and Arizona's first 4D E-Motion location at Phoenix's Norterra.
The report comes as Cinema United, which represents more than 63,000 screens worldwide, tracks how exhibitors are working to keep audiences engaged. In October 2025, the summer box office closed at an all-time high.
Quick answers
How much did North American theaters spend on upgrades over the past two years?
According to Cinema United's Cinema Investment report, theaters spent $2.7 billion over the past two years on upgrades and innovations.
How much did the eight largest domestic circuits spend in the past year?
The eight largest domestic circuits spent $840 million in the past year after pledging $2.2 billion over three years to modernize theaters.
What new amenities have theater chains added?
Examples include Luma 4D E-Motion recliner seats at Epic Theatres, augmented-reality bowling at Megaplex, 650 D-Box motion seat-equipped auditoriums at Cinemark, heated recliners and DTS:X sound at Classic Cinemas, kids cinemas with ball pits at Major Cinema in Thailand, and 13 new Cinéxl PLF auditoriums at Harkins.