Eight of the largest cinema chains in the U.S. and Canada have committed to investing more than $2.2 billion to modernize theaters over the next three years. The announcement was made by the National Association of Theatre Owners (NATO), which says the eight investors represent over 21,000 screens and 67 percent of the box office. The funds will be used to improve everything from picture and sound to air quality, dining, concessions and additional entertainment options. “This investment reflects that commitment in a tangible way that every moviegoer will see and enjoy,” said NATO President and CEO Michael O’Leary.

“Going to the theater is an unparalleled entertainment experience, and exhibitors are dedicated to making every visit to their theaters memorable,” O’Leary added in the NATO announcement, emphasizing that “the competition for consumers’ hard-earned dollars is fiercer than ever” and theaters are up to the task of competing for their share.

NATO says the modernization will affect theaters of all sizes, and extend to “the latest laser projection technology and immersive sound systems, installing more comfortable seating, enhancing food and beverage offerings, creating family entertainment options such as arcades and bowling, and investing in core site elements like state-of-the-art air conditioning, lighting, signage and carpeting.”

Variety writes that some theaters have even “been adding attractions like pickleball and ziplines.”

“Across the industry, we’re feeling that perhaps we’ve turned a corner,” O’Leary told Variety. “The audiences are coming back to the theaters. There’s just a very positive kind of feeling about the future.”

The eight NATO companies investing represent over 1,600 site locations across the 50 states and Canada: AMC Entertainment, Regal Cinemas, Cinemark USA, Cineplex, Marcus Theatres, B&B Theatres, Harkins Theatres and Santikos Entertainment.

NATO pointed out that as businesses, theaters play an important role in their local communities, “providing first jobs, hosting first dates, offering affordable and accessible entertainment, and attracting consumers to retail and entertainment centers.”

“This industry has not had a quote ‘normal’ year in five years,” O’Leary told Deadline, explaining that “what it needs ‘is just  four or five months of normalcy. And I think that is what you are seeing now … So we’ll see in 2025 if we can actually have an entire calendar year without something that is beyond our control impacting our industry.’”