Movie theatres increasing their offerings to bring back customers

Movie theatres are working to bring back customers to watching movies in the theatre's again. According to the National Association of Theater Owners (NATO), attendance at movie theatres has been dropping in four of the past five years, from 1.6 billion viewers in 2002 generating $9.52 billion in sales. In 2006, attendance increased marginally to 1.45 billion and so far 2007 has been quite good as well, with an increase of 4.2 % in attendance so far.

Multiplexes are luring consumers back to the movie theaters with offering luxury and style, with their "dinner and a movie" themes. Theaters are increasing offering reserved seating sections where they serve alcoholic beverages, specially made dinners and relaxing leather seating.

In March, Movie Tavern signed to open a location in Williamsburg, Va., the latest in its plans to open eight locations by 2008 (giving it 20 in all). Studio Movie Grill earlier this month announced plans to open its fifth location in Arlington, Texas as it ramps up an effort to open 75 properties in the next five years. Meanwhile, Regal Cinemas recently unveiled its own Cinebarre concept and plans to open its first location in July.