Family Entertainment: ICTA seminar focuses on multi-purpose centers

Cinemas Features

The International Cinema Technology Association (ICTA) will host a session at CinemaCon in Las Vegas entitled “Theatre Entertainment Centers: Family Fun for Profitability” on Wednesday afternoon, April 25. The program will highlight the concept of “multi-entertainment” and the benefits of combining food and beverages with a variety of social entertainment options in a single venue offering much more beyond movies. Three of the participants in this seminar provide a preview of their own “extra added attractions.”


Themed Attractions: Enhancing Your Guest Experience

By Russ Van Natta

VP of Sales

Creative Works

In today's market, operators have one choice: Diversify or die. A facility can no longer have one attraction or offering anymore, and still stay relevant to the guest. In order to draw guests off the couch, operators have to have a wide variety of things to do at their centers. In order to ensure they come to your facility, you have to have story-driven, immersive experiences that they can't get at a competitor’s site. And as we know, the pool of competition is always growing.

Learn about different attractions available for creating memories for your guests. See how to create Instagrammable moments and experiences for them to enjoy. Not to mention the added benefit of new profit centers for your space. 

Don’t be an entertainment commodity. Bowling centers, trampoline parks, family entertainment centers and other verticals have all been in an entertainment arms race for their guests’ experiences over the last six years. The cinema industry is uniquely positioned to be even more effective in adding attractions and creating a destination experience.

We will cover everything from virtual reality, laser tag, arcades, bumper cars, rope courses and more. We’ll look at how to appeal to key demographics, revenue potential, operational best practices. Come learn how to dominate your competition, not merely compete. (


How Cinemas Are Cashing in on Attractions, Games and Esports

By Heather Blair

Head of Cinema Sales

MediaMation, Inc.

MediaMation, Inc. (MMI) has been around for 27 years, initially providing system integration, show control and interactive theatres for attractions. We took our unique way of entertaining customers into the cinema market with our immersive 4D technology. Similar to 4D ride and attraction films, which are generally seven to 30 minutes in length, we now program full-length feature titles with all the same effects you would find in an attraction, such as motion-based movements (programmed to match the action onscreen) air, mist, scent, tickles, pokes and even seat vibration. There are also environmental effects like fog, snow, rain and bubbles.

As such, cinemas have benefited by having a specific screen or room dedicated to 4D movies. They have reported higher attendance and consistent occupancy, new customers and increased incremental revenue from their 4D ticket upcharge.

We have also seen a rise in interest in Esports gameplay. Originally an online spectator sport, it has become very interesting to cinema exhibitors wishing to communicate with this coveted 18-40 young-adult audience.  We have deployed an Esports program at TCL Chinese Theatres as our first location. It has our patent-pending MX4D Esports players’ stations, a game-caster booth and broadcast capabilities. Our MX4D Esports events increase attendance during off-peak nights like Monday, Tuesday and Wednesday by 60 to 120 people per event.

Cinemas we have spoken to such as B&B Theatres, Harkins and Cinemaworld have discovered that additional children’s play areas, bowling, redemption and arcade games have performed well and increased profits for them, especially on nonpeak days and times. (,


Cinema + Bowling = The Perfect Frame

By John Roush

VP, North American Capital Equipment Sales

Brunswick Bowling Products, LLC

Cinemas have had to evolve. Netflix, DVRing, streaming—these viewing platforms are direct competition with the silver screen and are all accessible from the comfort of customers’ living rooms.

To adapt, cinemas are diversifying their offerings to keep guests engaged and coming back to their theatre. And no anchor attraction is more suited for the task of getting people off the couch and through the doors than bowling.

Bowling is a cash business that’s providing long-term value with an entertainment offering that attracts audiences young and old. Its mass appeal allows cinemas to retain guests and drive food and beverage purchases with a social activity that can be enjoyed before or after a show.

That’s why cinemas like Santikos, Schulman’s Movie Bowl Grille, Evo Entertainment, ShowBiz Cinemas, Showplace Cinemas, Splitsville and UltraStar Multi-tainment are choosing Brunswick—the world’s leading bowling equipment supplier—as their partner. Our process is turnkey and centered on education, bringing resources to the table to align teams and set the vision. That means we’re evaluating the opportunities, weaknesses and threats of the marketplace to ensure our recommendations and our clients’ concepts are optimized for success.

With the winning combination of bowling’s margins and the game’s ability to drive foot traffic and retain customers, all while leveraging your cinema’s food and beverage offerings, cinemas and bowling come together to make the ultimate entertainment for guests of all ages. To learn more, join us on April 25as we discuss the project process and expected ROI when cinemas choose to go bowling with Brunswick. For more information about our successful partnerships and to view our cinema portfolio, please visit us at


Also participating in the seminar will be:

* Erik Guthrie, VP, Sales and Marketing, by Zone, the world’s oldest commercial laser tag supplier, with over 320 locations in North America and 750 worldwide and over 20 million players annually. (

* Joe McCullagh, General Manager, Player One Amusement Group, a division of Cineplex, one of North America's leading providers of interactive video, redemption, amusement gaming and vending equipment. (

* Wendy Smith, Director of New Business Development & FEC Sales, QubicaAMF Worldwide, leading manufacturer and marketer of bowling and mini-bowling products with an installed base of more than 10,000 centers worldwide, and the organizer of the QubicaAMF Bowling World Cup, which promotes bowling on a global level. (