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Audiences are willing to pay up for premium seats. As vaccines roll out, restrictions lift and theaters reopen, audiences have been willing to pay more for an enhanced experience because after a year stuck at home why do the ordinary? More than a quarter of moviegoers returning to theaters for Godzilla vs. Kong have paid an upcharge of $3 to $5 to experience the monster spectacle in Imax and on other premium large-format screens, both in the U.S. and around the globe. That s well above the norm. The expanding appetite for an enhanced theatrical experience has given the film and exhibition business a shot of confidence and a weapon against streamers amid devastation caused by the pandemic. Yet it also means theaters that don t offer upscale sight and sound, plush seats and other amenities might struggle to lure customers.

New yorkUnited statesLos angelesJeff goldsteinAlamo drafthouseTed croftElizabeth frankRichard gelfondDolby laboratorie doug darrowWarner brosCinema business groupDecurion corpImax corpTim leagueNew york cityNorth america