From the Journal;
Sony Pictures Entertainment has acquired the eclectic dine-in theater chain Alamo Drafthouse Cinema, a bet on the future of moviegoing.
The deal, an unusual example of a studio owner buying a theater chain, gives Sony control over a popular date-night destination that bills itself as a magnet for cinephiles. Most Alamo locations are in big U.S. cities like New York; Los Angeles; Austin, Texas; and Boston.
It comes amid a summer box office slump and as #Hollywood grapples with how to convince audiences to leave their couch to go to the movies.
Alamo, which offers a blend of mainstream and lesser-known #films, is North America’s seventh-largest theater chain, with locations in 25 metro areas and more than 10 million visitors annually, Sony said.
At Alamo theaters, moviegoers can order food and drinks, including movie-themed alcoholic beverages, which are served seat-side.
The deal marks Sony’s first foray into live events, with the establishment of a new division known as Sony Pictures Experiences.
For years, Sony has licensed the rights to some of its most-popular franchises to live-events producers overseas.
For now, the new division will focus on the moviegoing experience. More than half of Alamo’s revenue comes from concession sales, and perks including food and drink have helped the brand develop a loyal fan base, Sony said.
#cinema
Movie theaters are increasingly offering creative menus and new attractions to make trips to the theater more exciting. Streamers and studios are also investing more in experiences as a way to deepen fans’ connections to beloved franchises and make additional revenue off ticket sales, merchandise and concessions.
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