From Silver Screen to Pickleball: Movie theaters are no longer just for movies. Across the country, cinema chains like B&B Theatres are turning their spaces into entertainment hubs with pickleball courts, knitting nights, cocktail classes, and live events. The shift is part of a larger trend to draw audiences back after COVID-19, Hollywood strikes, and changing viewer habits.
Bob Bagby, CEO of B&B Theatres and chairman of Cinema United, shared these changes during CinemaCon in Las Vegas, the largest annual convention for movie theater operators.
“In some of our smaller towns, we’re doing things like bingo, we’re doing mixology classes.” – (Bagby)
“You know what? Come in and knit while you watch movies. We do all those things.” – (Bagby)
Pandemic Sparked Major Changes in the Theater Experience
The COVID-19 pandemic hit the movie theater industry hard, forcing many locations to close or rethink their business. But for others, it led to creative changes and upgrades.
“Some needed to close. They were rundown buildings. But other theaters have poured money into upgrades.” – (Bagby)
Theaters are now hosting:
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Trivia nights linked to upcoming films
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Bingo and cocktail mixing classes
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Live concerts, stand-up comedy, and church services
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Pickleball games and trampoline parks in shared spaces
Chris Dammann, executive vice president of the Entertainment Food and Beverage Association, said,
“and go to a sky park with trampolines in the same building with a restaurant. Or go to a movie and go bowling.” – (Chris Dammann)
Theater Chains Go All In on Multi-Use Spaces
On the trade floor at CinemaCon, vendors showcased robot vacuums, zero-gravity recliners, and even billiards. Companies like Schulman Theatres, which has been operating since 1926, are building full entertainment centers with bowling, karaoke, and birthday party spaces.
“COVID kind of forced us to look at different ways to utilize our auditoriums,” said Jacob Schulman, vice president of Schulman Theatres.
“We do birthdays, we do banquets, we have special events that are focused around the films.” – (Schulman)
Schulman Theatres also screen March Madness, the Super Bowl, and other live events in place of movies.
Indie Cinemas Embrace Flexibility and Local Flavor
Smaller, independent theaters have also stepped up. Colleen Barstow, who runs ACX Cinemas in Nebraska and four other states, says independence allows them to adjust quickly.
“If anything, COVID taught us we can’t have all our eggs in the same basket.” – (Colleen Barstow)
“I think being an independent, you’re able to pivot a lot faster than any of the large chains.” – (Colleen Barstow)
Eric Kohn, former IndieWire critic, now runs the Southampton Playhouse in New York. It features IMAX, a 35mm projector, and a mix of old and new films.
“We opened with a series of films from 1932, pre-Code Hollywood, and that was very popular, in tandem with Captain America: Brave New World showing on our IMAX.” – (kohn)
“We’ve got video game movies showing in the run up to A Minecraft Movie. So my sensibilities are eclectic.” – (kohn)
Movie Theaters Become Community Centers
Doreen Sayegh reopened a 100-year-old theater in Cranford, New Jersey, and hosted outdoor movies and popcorn-to-go during the pandemic. Now, she offers pajama parties and special movie nights.
“Even in times of recession [and] depression, movie theaters always did well.” – (Doreen Sayegh)
“it is still one of the most economical things that you can do with your family.” – (Doreen Sayegh)
In Greenpoint, Brooklyn, film producer Emelyn Stuart turned an old warehouse into Stuart Cinema & Café, which served many roles during COVID, including a place to watch virtual funerals, get food, and apply for unemployment.
“I used a theater for people to watch their loved ones being buried around the country. We gave away our food at four o’clock every day, And we would give out laptops for people to apply for unemployment.” – (Stuart)
“Even with all of the struggles and issues that we’ve had, I’m serving the community. It’s not even about the movies at the end of the day.” – (Stuart)
The theater now hosts quinceañeras, wedding proposals, and community voting.
Why It Matters
These changes show how movie theaters are evolving to stay alive in a tough market. By offering more than just films—like pickleball, cocktails, and community events—they are becoming gathering places for families, friends, and entire towns. Theater owners say the future is not just about watching a movie—it’s about creating an experience. As Bagby put it, theaters aren’t dying—
“They’re just changing reels.” – (bagby)
News in Brief: From Silver Screen to Pickleball
Movie theaters are adding activities like pickleball, trivia, and knitting nights to attract audiences post-pandemic. Chains like B&B Theatres and indie cinemas are turning movie spaces into entertainment centers with live events and community services. Theater owners say these creative changes help cinemas survive and stay relevant in today’s world.
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