In a landmark move for the cinema industry, the National Association of Theatre Owners (NATO) has unveiled a sweeping $2.2 billion investment plan to overhaul movie theaters across the US and Canada.
This substantial investment, targeting the eight largest theater chains including AMC Entertainment (NYSE:AMC), Regal Cinemas, and Cinemark, is set to transform the moviegoing experience amidst growing competition from streaming services and ongoing industry challenges.
The eight chains involved—AMC Entertainment, Regal Cinemas, Cinemark USA, Cineplex, Marcus Theatres Corp., B&B Theatres, Harkins Theatres, and Santikos Entertainment—represent over 21,000 screens and account for approximately 67% of box office sales.
NATO President & CEO Michael O’Leary emphasized the significance of this investment, stating,
There is no question that movie fans of all ages love heading to the local theater to see great movies on the big screen. But the competition for consumers’ hard-earned dollars is fiercer than ever. This investment reflects that commitment in a tangible way that every moviegoer will see and enjoy.
Upgrading the theater experience
The massive financial commitment aims to revitalize theaters by enhancing various aspects of the cinema experience.
Key upgrades will include more comfortable seating, advanced immersive sound systems, and state-of-the-art laser projection technology.
Additionally, theaters will see improvements in air conditioning, carpeting, and food and beverage services to ensure a premium and comfortable environment for moviegoers.
These enhancements are expected to address some of the challenges faced by theaters, which have been exacerbated by the rise of streaming services, the COVID-19 pandemic, and ongoing Hollywood strikes.
By investing in the cinema experience, NATO and its member chains aim to attract audiences back to theaters and boost attendance.
Analysts predict AMC could gain market share
The announcement of this investment comes at a crucial juncture for the industry.
Movie theater attendance has been on the decline, with 2023 figures showing approximately 830 million tickets sold in the US and Canada.
While this represents an improvement over 2022’s 700 million tickets, it still falls significantly short of the pre-pandemic numbers of 1.23 billion tickets sold in 2019.
The rise of streaming platforms has further impacted cinema attendance, making it essential for theaters to innovate and enhance their offerings.
AMC Entertainment, one of the largest theater chains, has been particularly affected by financial challenges.
Over the past five years, AMC’s share price has plummeted by 90%.
Despite its struggles, analysts predict that AMC could gain market share as the cinema industry recovers.
Wedbush analysts forecast that AMC, which held a 22.5% market share in 2023, could further solidify its position, especially through its network of premium large-format screens and its expanding role in concert movie distribution.
Analysts also anticipate revenue growth in Europe as AMC undertakes significant theater upgrades.
However, AMC’s heavy debt load remains a major obstacle. Despite reducing its debt by $1 billion since 2022, the company still carries $4 billion in net debt.
This financial strain has overshadowed many positive aspects of the company’s strategy, although AMC’s management is focused on restructuring and alleviating this debt burden.
Box (NYSE:BOX) office revenue in the United States and Canada from 1980 to 2023, Source: Statista
Cinemark stock’s positive trajectory
In contrast to AMC, Cinemark has shown more positive market momentum.
Despite a 26% drop in its stock price over the past five years, Cinemark’s stock has rebounded significantly in the last year, with a more than 60% increase.
Analysts attribute this recovery to Cinemark’s strategic approach to balancing its finances and upgrading its theaters.
The company’s decision to prioritize long-term sustainability over-aggressive expansion has resulted in a healthier financial standing and a more optimistic market outlook.
B. Riley Securities analyst Eric Wold recently upgraded Cinemark’s rating from Neutral to Buy, raising the price target from $16 to $27.
Cinemark’s current share price stands at $28.16.
Wold acknowledged that while second-quarter domestic box office results of $1.95 billion were below expectations, the weaker performance was primarily due to production delays caused by Hollywood strikes rather than a decline in moviegoing behavior.
He expressed confidence in the cinema industry’s recovery, particularly once the production pipeline resumes full force.
Will the theater industry see a transformation?
The theater industry is on the cusp of significant transformation with NATO’s $2.2 billion investment aimed at enhancing the cinema-going experience and reigniting consumer interest.
Both AMC and Cinemark stand to benefit from this industry-wide push, although they face distinct challenges.
AMC’s recent refinancing agreement, which extends the maturity of $1.2 billion in senior term loans from 2026 to 2029 and repurchases $414 million of second-lien notes, was intended to improve the company’s financial structure.
However, this move has sparked legal challenges from first-lien noteholders such as Anchorage Capital and Deutsche Bank (ETR:DBKGn) Securities, who claim the refinancing deal eroded their rights and prioritized junior bondholders.
This legal dispute adds complexity to AMC’s efforts to address its substantial debt load.
As the cinema industry adapts to changing market conditions, the coming year will be crucial for major players like AMC and Cinemark.
With a focus on market share expansion, debt reduction, and enhancing the theater experience, these companies will need to navigate financial hurdles and capitalize on emerging opportunities to secure a brighter future in the evolving entertainment landscape.
This article first appeared on Invezz.com
