Charles Aclund, professor of communications at Concordia University says that big cinemas are aiming to make theater going an event again. “In a nutshell, what you're going to see is cinema-going aimed at people who go less frequently.”

Seating is an issue being addressed as well, with theaters adding luxury seating, or simply adding new comfortable seating arrangements. Some are even going as far as to recreate the home experience by adding couches and beanbag chairs.