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Let's all go to the lobby: How the cinema experience is changing before the big screen

from BoxOffice

Luxury seating, bigger screens, better sound, and expanded concessions: the movie-going experience has gone through a significant transformation in the past several years. The next step in that evolution promises to take place in the lobby, the often overlooked part of a cinema that often represents little more than a footpath between the parking lot and a customer's seat. While singing cartoon hot dogs and popcorn tubs have done their valiant best in attempting to get customers back in the lobby, cinema technology companies have recently stepped up with compelling offerings of their own to drive consumer interest outside the auditorium. more


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