For the last few years, there have been concerns, both in the industry and those who enjoy film experience, that cinemas can be in trouble. Since the pandemic has forced theaters around the world to close months at the end of 2020, things were a little rocky. Yes the box office recovered pretty muchBut that recovery is far slower than many expected. Fortunately, it seems that moviegoing has a future - it's just that the future will include more than just films. Throwing an ax and a matinee, someone?

During the SXSW 2025 panel entitled "How Theaters record the moving experience", we got first -hand account from several people involved in the daily day of running regional theater chains, explaining how things change. The biggest change of all? Going to the cinema is to a large extent no longer for the cinema just. For the vast majority of potential ticket buyers there, there are no days of simply going to the theater a day that ends in Y just to see a movie and maybe eat popcorn.

Now, even that popcorn should come in a funny, thematic bucket of popcorn. For many small chains, it is about making theaters some of the larger family entertainment centers. Think about Dave and Bucci, but the one you can go and see a new movie on Marvel. "With the family entertainment centers, what he is doing now is turning into a trip to the movies to make a big walk," said Walari Rico of Santikos Fun based in Texas. "Really turned all day socializing."

Tachi Hanlon of "Kinestial Fun" also called it a "one -stop shop" these days. That means there are offers for food outside the standard film concessions in many of these places ... but it's only for beginners. Many of these chains now include bowling, arcades and yes, even throwing an ax in some cases. "For" frightening "or" heart eyes ", we gave a bounce so that they could go on throwing axes after the film," Hanlon revealed.

Welcome to the future of films.

Andrew Thomas of the Moonstruck drive also talked about how the drive is a unique experience that can offer something more unique than to say AMC or Regal, who both had their fights in the Pandemic era. "You have a beautiful view of the sky," Thomas said, while explaining that their location in Houston is in a place that is largely unprotected by traditional China. Thomas also worked on craft unique screening experiences, such as Selena's Empire on Selena's projections around the late singer's birthday.

All panelists have expressed a lot of happiness by making thematic events around older films, with Santikos making business gangbusters with Twilight in recent years. Cinergy also makes sensory shows in a friendly language once a month, which is free for families. They all talked a lot about trying to build a community, which can help grow a loyal customer base.

It all comes back to the idea that the movie film is not enough. Similar to A pioneering fan-older chain Alamo Drafthouse, who is now owned by Sony PicturesAll of these theaters offer eating experiences of some kind above traditional concessions. Santikos has one dinner location, but they also have pickups for food pickups at other locations for people who order food so they don't have to wait for people on the counter. "I know about my experience on the go, I plan it around the time of eating," Rico said.

Dinner and movie all in one is just part of the strategy. All of these chains also worked on craft experiences about films with great events, such as "Barbie" or "wicked". From making thematic cocktails to the offer of thematic menu elements, the idea of ​​repetition is that there must be something extra. From the introduction of cosmakers or using local influences, it is about creating experience in social media dignity. "Everyone wants to take pictures and publish it," Hanlon said.

Whether the cinema loyalists want the idea of ​​having to go through a bowling alley to get their Oppenheimer's display is something irrelevant. The fact is that it is that Netflix had higher income in 2024 than the entire global cashier. These businesses need to be diversified to survive. So, yes, in some cases involving an offer of innovation such as throwing an ax tied to a fierce film. "Adapt or die," as Billy Bean said in Moneyball.

But what about top formats such as the IMAX and Dolby cinema? Can't they help in the bottom line? "The problem is, there is not much Christopher Nolance," Thomas gave up. In the case of Oppenheimer, Imax or even 70mm printing can make sense, but those things are expensive for a smaller theater and for the average film on Friday, film films do not want to spend that money. They would rather get a cheaper ticket and then hit the arcade.

However, Thomas and others were very optimistic about the future, partly because of these innovations, but also partly because film experience still means something. "What is your best memory to see a movie?" Thomas said about the question he asks when people ask if cinemas are dying. They often have a detailed, specific answer. Then he asks another question. "What is your biggest memory to transfer something at home?" The answers to that question are often less interesting.

"No one really remembers anything about the experience," Thomas said. "I usually don't see people taking selfies on their couch to publish for the movie they carry."