Mutiplexes Screening Live Sports, Concerts, Too

Movie theaters are not just for movies anymore.

Coming soon will be live baseball games, rock concerts, classic television shows and an array of other offerings not typically associated with the silver screen.

From nickelodeons to drive-ins to multiplexes, American movie theaters have always evolved with the times. But the latest evolution, set off by stagnating attendance and advances in digital technology, marks the first time that movie theaters have reinvented themselves without motion pictures as the centerpiece.

"Exhibitors are heading toward showing more than just movies faster than anyone expected," said Ted Mundorff, chief executive of Landmark Theaters, which operates multiplexes in California, Texas and New York, among other states. "Live simulcasts of sporting events or whatever won't displace the first week of 'Harry Potter,' but they might displace the fifth week."

Chains in Tennessee and New Jersey are selling $25 tickets to performances of La Scala operas. AMC and Regal, two of North America's biggest chains, have been pushing concerts (Celine Dion), marathons of classic television shows ("Star Trek") and even seasonal events (the St. Olaf Christmas Festival).

Read the entire article here.