Forbes: Can VR Save The Movie Theater, Or The Mall?

Fox Theaters recently installed luxury recliner seating, added a full kitchen and bar. “We reduced the number of seats by 50%, and increased admissions three-fold,” Fox told me. “Reserved premium seating with made-to-order food and cocktails makes people more comfortable, engaged and relaxed. As a result, they like the movies more.”

Phil Contrino of The National Association of Theater Owners said Fox’s strategy is part of a trend within the industry to upgrade seating and other amenities, such as dated arcades. “Movie theaters have somehow been labeled as a legacy industry that is very static, and that’s just not true. Some of the most important innovations that have happened since the beginning of watching movies on a big screen have been happening recently..”