(The CityWalk outdoor mall the theater is part of has plenty of full-service restaurants, which the theater wouldn’t want to cannibalize business from by offering a fuller slate of entrees.) There’s an ice cream and coffee and smoothie counter for people who want more than what comes from a standard soda fountain - but for those who think fizzy drinks is an essential part of the American moviegoing experience, the theater has installed multiple Coca-Cola Freestyle machines that allow for more than 100 combinations. To that end, Universal Cinema has an expansive concessions area that includes the standard popcorn and hot dogs, but also offers more robust loaded nachos and its own version of the artery-hardening Southwestern classic, Frito Pie. To make up for that, the approach taken by theaters like Universal Cinema revolves around convincing each viewer to spend more time - and money - at the theater. The 18 renovated theaters seat around 2,000 moviegoers in total, a cozy average of about 111 recliners per auditorium.
Universal decided to use that inspiration to give the ticket-buying public a similar experience - even if it meant sacrificing the aggregate number of seats. Hollywood execs tend to see movies in luxurious screening rooms with plush recliners - some even have those type of facilities in their palatial homes. All 18 standard auditoriums got a full makeover with power recliners, except its seven-story IMAX theater (which was just upgraded last year).Īlso Read: Better Food, Bigger Seats and 3 Other Ways Small Movie Theater Chains Can Survive Universal Studios Hollywood recently revamped the 19-screen AMC multiplex at Universal CityWalk, branding it as its first Universal Cinema. That makes it even more important for theaters to make each visit count, which is why so many of them are moving upscale to create a premium experience - and provide more opportunities to cash in.Īnd now one major movie studio is pushing that forward even further - by giving every single moviegoer at its headquarters’ cinema something closer to the studio VIP experience. The North American box office grew just two percent last year, as the average person saw less than four movies, according to a recent report from the Motion Picture Association of America.
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