Knitting, Cocktails, and Pickleball at the Movies
To bring audiences back, Bob Bagby and his family-run chain, B&B Theatres, have introduced creative events like knitting nights, mixology classes, and pickleball. Their goal: turn cinemas into full-blown entertainment hubs.
B&B, the fifth-largest movie chain in the U.S., is also at the forefront of industry innovation. Bagby, who chairs Cinema United, joined fellow theater leaders at CinemaCon in Las Vegas this week, where they discussed how to adapt to post-pandemic shifts and Hollywood disruptions.
Movie theaters took a hit during COVID, industry strikes, and the rise of streaming. While some locations shut down, others invested in upgrades, transforming theaters into venues for more than just films.
Bagby says smaller towns have responded well to alternative programming—bingo, trivia nights, and even knitting during screenings. “Come in and knit while you watch movies. We do all those things,” he adds.
The transformation doesn’t stop there. Theaters now offer live music, comedy shows, seminars, and even church services. Some locations feature everything from sky parks with trampolines to bowling alleys and restaurants—all under one roof.
At CinemaCon’s trade show, the future of theaters was on display: energy-efficient popcorn machines, reclining seats, and even robot cleaners. Vendors pitched bowling and billiards to cinema owners looking to diversify their offerings.
Texas-based Schulman Theatres is one example. Operating since 1926, it’s expanding into Arkansas with locations that combine movies with bowling, karaoke, and comedy. “COVID forced us to rethink how we use our auditoriums,” says VP Jacob Schulman. Now they host parties, banquets, and even screen live sports events.
Independent Cinemas Step Up
Independent theaters are also evolving. Colleen Barstow of Nebraska-based ACX Cinemas says smaller chains can pivot faster. For her, survival meant diversification and flexibility.
Eric Kohn, a former film critic, now runs the Southampton Playhouse in New York. The historic theater has a modern IMAX screen and also shows classic films on 35mm. Their lineup mixes retro gems with blockbusters, appealing to wide-ranging tastes.
Doreen Sayegh revamped a nearly century-old theater in Cranford, NJ. During the pandemic, she sold popcorn to-go and held outdoor screenings. Now, she hosts themed movie nights like pajama parties and says theaters still offer one of the most affordable family outings.
In Brooklyn, Emelyn Stuart converted a warehouse into Stuart Cinema & Cafe. During the pandemic, it served as a community hub—broadcasting funerals, giving away food, and offering laptops for job seekers. The venue now hosts everything from quinceañeras to voting booths.
For Stuart, it’s more than movies. “I’m serving the community,” she says. “It’s not even about the movies at the end of the day.”
Theaters aren’t dying—they’re evolving.
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