Cinema Integrates with Bowling Alley-Laser Tag in Texas

   Oct. 14, 2017-Movie theaters are being built in broader configurations as sprawling amusement centers such as a 10-screen Texas theater under the same roof with a bowling alley, laser tag and video game room. In another trend, cinemas are offering high-end dining experience.
   Texas-based movie-theater circuit Cinergy Entertainment has broken ground for construction of the cinema-laser tag-game room venture in Amarillo TX that will cost $27 million and sprawl over
$27m cinema-bowling-laser tag complex being built in Amarillo TX

90,000 feet.
   “Scheduled to open in the fall of 2018, the Amarillo complex will feature eighteen lanes of upscale bowling with sophisticated design and seating, multi-level laser tag, elevated ropes course, fully-loaded game floor with over 100 interactive games, 10 state-of-the-art cinemas, multiple event rooms, premium dining options, full-service bar, escape rooms, reserved seating, and luxury recliner seating, says a Cinergy Entertainment press release. The Amarillo complex will also feature Cinergy's premium large-format auditorium, EPIC ‘Experience Perfection in Cinema.’ The auditorium provides an amazing large-screen experience.”
   Cinergy is a regional movie theater/amusement center operator regional operator currently with three locations with 29 screens and 18 lanes of bowling. The Dallas-based company has four additional locations under development with 38 screens and 71 lanes of bowling.
   The third edition of Marketing To Moviegoers notes that cinemas-in-recreation-centers were built in the past with mixed results. “One enhancement tried years ago—incorporating coin or token-operated arcade games in large playrooms—is in decline, after ventures opened in 1995 to 2005 did not generate good returns over the long run,” says the book Marketing To Moviegoers.
   That was then but this is a new era and certainly the dine-and-a-movie concept that failed in the past is now catching on. With virtual reality technology developing fast, VR in locations may be the next big thing.
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