Movie Theaters Serve Up Pickleball: Movie theaters across the United States are turning to pickleball to bring back audiences after struggling with declining attendance since the pandemic. Some theater chains are repurposing empty auditoriums and lobbies into pickleball courts, hoping to attract new visitors and turn theaters into entertainment hubs.
Theaters Diversify to Stay Afloat
Since the pandemic, movie theaters have faced lower ticket sales as streaming services keep viewers at home. In response, theaters are looking for creative ways to bring people back. Bob Bagby, CEO of B&B Theaters, is among those leading the charge.
“The pandemic made us realize that we need to diversify,” Bagby said. “We can’t just depend on studios to provide us with what we need to drive our business.”
Theaters like B&B Theaters are now adding pickleball courts, bowling lanes, and cocktail bars to make their venues more appealing. By offering pickleball, a sport that has become one of the fastest-growing in the U.S., theaters hope to attract both casual and competitive players who may also stay for a movie.
Pickleball’s Growing Popularity
Pickleball has exploded in popularity in recent years, drawing millions of players across different age groups. The sport is easy to learn, fun to play, and requires minimal equipment. This makes it a great option for theaters looking to fill empty spaces during off-peak hours.
Some theaters are transforming entire rooms into indoor pickleball courts, allowing players to enjoy the game regardless of weather conditions. This could help theaters generate additional revenue while offering something unique to their customers.
More Than Just Movies
Alongside pickleball, theaters are introducing other ways to attract audiences. Fathom Entertainment, an event company supported by major chains like AMC Theatres and Regal Cinemas, is hosting live events such as opera screenings, boxing matches, and re-releases of popular films.
Their biggest success last year was a re-release of Coraline, proving that audiences are interested in more than just new movie releases.
Ray Nutt, CEO of Fathom Entertainment, emphasized the importance of community-driven experiences.
“Coming out of the pandemic, everybody wanted to gather communally somewhere,” Nutt said. “This is a growth sector of the business, no question about it.”
The Future of Movie Theaters
As theaters continue to struggle against the rise of streaming services, adding pickleball courts and other attractions may help them stay relevant and financially stable. Industry experts believe that more theaters could follow suit, transforming into multi-purpose entertainment centers.
Whether this strategy will fully revive the theater industry remains to be seen. However, it is clear that traditional movie theaters must evolve to keep audiences engaged in a world where at-home entertainment is more accessible than ever.
News in Brief: Movie Theaters Serve Up Pickleball
Movie theaters across the U.S. are adding pickleball courts to attract more visitors amid declining ticket sales. Theaters like B&B Theaters are diversifying their offerings with sports and social activities. Fathom Entertainment is also hosting live events to bring audiences back. This strategy could redefine the future of movie theaters.
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