Chains tapping into desire for better movie experience
More and more exhibition chains are seeing the value in a premium movie-going experience, with the quality of the food and drink going up exponentially. The chains are embracing this after seeing the success a handful of independent houses have had by offering micro-brew beers and restaurant-quality food for a higher ticket price.
The changes are being made as theaters try harder and harder to compete against the bigger, higher-quality screens people are putting in their own homes.
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