As Hollywood gears up for what promises to be an unprecedented slate of blockbusters, a seismic shift is taking place within the movie-going experience that is hard to ignore. AMC Entertainment, the largest theater chain globally, is making headlines with its aggressive expansion of premium cinema offerings, indicating a robust demand for enhanced viewing experiences. The announcement of adding 40 Dolby Cinema theaters by 2027 is not merely a business strategy; it reflects a definitive cultural shift that prioritizes immersive experiences in film. According to Kevin Yeaman, CEO of Dolby Laboratories, “Premium moviegoing is defining the modern box office.” This sentiment perfectly captures the zeitgeist of contemporary film consumption, where audiences crave not just stories, but an engagement that transcends the ordinary.
The rise of premium large format (PLF) screens marks a step away from traditional cinema. With elevated ticket prices reflecting the quality of experiences offered, it’s evident that audiences are willing to pay more for a cinematic adventure that includes plush seating and state-of-the-art technology. The newer Dolby Cinemas, for example, promise an amalgamation of compelling visuals and crystal-clear audio through masterful blending of Dolby Vision and Atmos technologies. When a film like “Oppenheimer” benefits significantly from the PLF experience, it suggests a burgeoning expectation that films be more than mere visual media—they should be sensory spectacles.
The Economics of the New Age Cinema
AMC’s commitment to delivering premium screens paints a compelling economic picture. This expansion is strategic, as it aims to put the cinema chain at the forefront of an industry-wide recovery post-pandemic, where traditional viewing habits have been upended. As of 2024, there were over 950 PLF screens in North America, a staggering 33.7% growth compared to just five years prior. Their contribution to the box office, accounting for roughly 9.1% or around $600 million in 2024, proves that audiences are increasingly gravitating toward enhanced formats.
Interestingly, as premium ticket prices inch closer to $17, it raises questions about accessibility in an industry that is still trying to capture a diverse audience. However, the undeniable truth is that PLF revenues have surged by 33% in recent years, compelling industry leaders to rethink the very nature of theatrical releases. The irony lies in a post-COVID world where film creators aim for broader audiences yet simultaneously cater to a niche market of high-end cinematic experiences.
Blockbuster-Driven Demand
It’s also essential to recognize that these premium formats are primarily designed to elevate the blockbuster experience. Films that dare to push the envelope in terms of special effects and storytelling—like those from major franchises such as “Avatar” and “Dune”—are likely the prime beneficiaries of these offerings. With the 2025 and 2026 box offices brimming with titles from the Marvel Cinematic Universe, Star Wars, and other giants, audiences will have unprecedented opportunities to savor these spectacles in rich detail. This escalation signals a stratification of the cinema experience, where those willing to invest more will invariably access superior forms of entertainment.
Adam Aron, AMC’s CEO, made a poignant observation regarding this expansion. He mentioned it as a “demonstration of AMC’s ongoing commitment” to enhancing the moviegoing experience. However, is this commitment inclusive? As the theater chain rolls out more premium experiences, the nagging question remains: will they ultimately alienate the everyday viewer who may find the inflated ticket prices prohibitive?
Is Premium Worth the Price Tag?
The divide between PLF enthusiasts and mainstream audiences raises significant questions about the future of cinema. While it’s apparent that movie studios are keen to pursue high-quality offerings, this could inadvertently drive a wedge between different classes of moviegoers. Not every film merits a high-stakes viewing; the ability to provide universally accessible experiences should remain paramount, even as we embrace technological advancements.
With the rapid proliferation of premium experiences, cinema chains must grapple with how to market these offerings without sidelining those who can’t afford the inflated prices. The success of premium formats hinges not just on the grandeur of the experience but also on inclusivity. As we navigate this premium renaissance, it’s essential to challenge whether the industry’s directions remain sustainable and equitable for all movie lovers. In a world increasingly driven by differentiation and exclusivity, we must strive to ensure that cinema is a shared, communal experience rather than a privilege confined to the few.