It’s no secret that it’s been difficult to get people back into movie theaters post-COVID. Heck, even before that, ticket sales were on the decline, but the pandemic certainly didn’t help make things any better. Maybe pickleball will, as according to a new report from IndieWire, the top theater chains in the country have committed to an initiative that will see $2.2 billion dollars invested into improvements meant to give moviegoers an entertainment experience like no other.
In an announcement made by the National Association of Theater Owners (NATO), it was revealed that the money will go toward improving things like screens, sound, seating, and air conditioning, while at the same time adding extras like arcades, bars, restaurants, and in some areas (we can’t believe this is a real thing), pickleball courts. Chains like AMC, Regal Cinemas, Cinemark, and Cineplex are all on board, and over the next three years will be making upgrades to some of their locations that are in desperate need of a makeover.
Michael O’Leary, the president and CEO of NATO, says that it’s all part of a larger plan to provide moviegoers with an “expansive experience,” something he says is in response to what audiences claim they want from a night out.
“I never thought when I took this job I’d be talking about pickleball courts as much as I am. This is all part, frankly, of a larger effort on behalf of some of our members to provide moviegoing fans with a more expansive experience, which goes beyond just going to the movies. It’s all part of us responding to what consumers want when they go out for an evening.”
The Problem Isn’t the Theaters, It’s the Prices
Look, we get it. Theater chains have to do all they can to hopefully make money and bring people back to the movies, otherwise they’re going to find themselves out of business, and no one wants that. However, adding amenities like bars, restaurants, and pickleball courts isn’t the answer. It’s not that theaters don’t have enough to offer, it’s that prices are just too damn high in today’s economy.
A basic ticket runs around $12 for adults, and $9 for kids 12 and under. That’s not accounting for the IMAX experience, which can run upwards of $20 for a single adult ticket. So, for a family of four to enjoy a flick on the big screen, it’s going to cost them nearly $50 bucks. Add in the outrageous price of concessions on top of that, and you’re looking at $100 (or more) for a two-hour experience. Who can afford that on a regular basis? Sure, there are ways to save with matinée prices and discount cards, but when it comes right down to it, going to the movies these days is a luxury that many people just can’t justify. While it’s understandable that theater chains want to do all they can to combat the growing streaming model, giving families the option to spend even more money on things like a meal before their film, or an hour in an arcade isn’t the answer. And renting a pickleball court? Where did that idea even come from?
Frankly, we’re not even sure there is an answer at this point. As much as we hate to say it, streaming has become such an integral part of our lives that it might be too late to save the movie theater, especially in rural areas that have been hit the hardest by inflation, leaving many independent cinemas with no choice but to close down. It’s a sad fact that we could, indeed, be in the middle of seeing the downfall of a once sacred institution that, unfortunately, no amount of pickleball courts will be able to revive.