Massive Changes Coming To Many Missouri Movie Theaters

The eight biggest theater chains in America have told the National Association of Theater Owners (NATO) that they plan to invest more than $2.2 billion to modernize and upgrade more than 21,000 screens over the next three years. This type of investment could change the moviegoing experience in Missouri.

Variety, one of the many news organizations reporting on this investment, says NATO came up with the figure after AMC Entertainment, Regal Cinemas, Cinemark, Cineplex, Marcus Theatres, B&B Theatres, Harkins Theatres, and Sanikos Entertainment reported their investment goals to NATO.

It should be noted that both B&B Theatres and AMC Theatres have a long history of running movie theaters in Missouri and Kansas and call the Kansas City area their home base. These chains also have a strong presence in Missouri in cities and rural areas. In West Central Missouri, AMC has the AMC Classic Warrensburg 10, while B&B operates the Galaxy 10 in Sedalia, The Clinton Cinema 6, and the Ozark/Nix 12.

So what's going to change? Michael O'Leary, President and CEO of NATO, told Variety that theater owners would focus on refreshing common areas, lobbies, and concession areas, ensuring they are new, fresh, and maintained. O'Leary continued by mentioning that theater owners would ensure comfortable seating, that customers have various seating options, and that theaters have good lighting and signage.

I think much of this stuff is just related to good customer service and creating an appealing environment. Some of that stuff may have slipped a little bit since the pandemic.

Variety reports NATO says theaters will use the funds for laser projection technology, immersive sound systems, state-of-the-art air conditioning, and carpeting, in addition to what O'Leary told Variety.

Deadline reports Bob Bagby, CEO of B&B Theatres, said, “Operating a theatre today is a capital-intensive operation. This investment of resources is the next step in our industry’s ongoing commitment to ensuring that going to the theatre remains a unique and special experience for generations to come.”

I contacted B&B Theatres' Executive Director of Communications and Content, Paul Farnsworth, to see if B&B was ready to discuss any specific plans for its theatres in Missouri. They're not prepared to do that publically yet, but he pointed to the chain's growth, reinvestment, and expansion pattern.

That's true, and it's obvious the chain is proud and excited about its heritage and its current activities. B&B's website discusses how it has acquired or remodeled 14 theaters since 2021.

That includes partnering with the owner of Sedalia's Galaxy 10 to operate the theater, remodeling and reopening Main Street of Kansas City, and re-opening the theater at the Mall of America that had closed during another operator's bankruptcy.

They're also planning an eight-screen theater in Joplin that will include the chain's Marquee Bar & Grill, Outtakes Arcade, an outdoor patio, and outdoor lawn games.

Farnsworth said in an email, "Over 90% of our circuit has been remodeled to recliners, and we continue to invest in remodels, new builds, new technology, and new amenities."

As for the Galaxy 10 in Sedalia, Farnsworth told me that significant upgrades to the theater would be more their partner's decision than B&B's. However, he did tell me, "There are upcoming developments close to home," that he'll make sure he shares with Townsquare Sedalia shortly.

There's one key takeaway from all of this. The major movie theater operators believe movies are back, and investments that involve evolving the moviegoing experience while ensuring customers are comfortable and happy will translate to dollars. That's not a bad strategy, and one, in this writer's opinion, B&B never seemed to forget, even in the worst times.