North American exhibitors invested $1.2bn in upgrades and innovation over the past year, according to a new report from Cinema United.
Numbers published in the organisation’s 2026 Cinema Investment Report on Thursday mean that, combined with $1.5bn from the prior year, chains have invested $2.7bn.
This week’s updated industry total includes a combined $840m investment over the past 12 months from the eight largest North American circuits, which brings their total reinvestment over the past two years to $1.8bn. Back in September 2024 the top eight pledged to invest more than $2.2bn over the following three years.
The news comes after a bounce-back summer that delivered an unadjusted $4.77bn at the box office that was the highest of all time, and exhibition executives will be aware of the need to create the most appealing environment within their cinemas to encourage audiences to keep returning and create these sorts of numbers.
Thursday’s report highlighted cases such as Texas-based Cinemark adding 21 premium-large format auditoriums to its circuit; and Utah-based Megaplex opening its first cinema entertainment centre in Downtown Daybreak in the Salt Lake City suburb of South Jordan, featuring interactive bowling, games, and a private event and party space.
Cinema United head Michael O’Leary said, “Every investment in a movie theatre is an investment in the community it serves, which is why moviegoing will remain essential for generations to come.” The organisation just wrapped its Fall Summit in Los Angeles.
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