AMC Entertainment plans to get people out of their home theater systems and back into the movie theaters by spending around $600 million just this year to convert the standard 44-inch wide theater seats to more comfortable 60-inch wide plush recliners. While the shift would decrease the seating capacity by up to 70 percent, the Wall Street Journal has noted that it triggered an increase of almost 80 percent in terms of attendance. To make up for the difference in seating capacity, the movie theater chain plans to increase ticket prices by $1 to $2.

Renovations per theater would cost approximately $350,000 to $500,000, and the reclining seats would be similar to those manufactured by La-Z-Boy. The new seats feature reclining backrests, lower portions that pop up for leg support, cup holders for drinks and snacks, and a middle divider that can be lifted up. Theaters would also allow moviegoers to select their seats as they make their ticket purchase, eliminating the need of early arrival. Still, they would have to come early to reserve the best seats.

AMC's future plans do not only include the seat upgrades. Old projectors are also planned to be replaced with newer and more high-tech digitally formatted projectors. Wider food and beverage options will be offered by concessions, as well as a planned increase in the number of 3D showings. Lobbies and restrooms will also be improved over the next few years.

Aside from attracting more customers, AMC may also put itself in a better negotiating position with movie studios as the theater company could ask for a more substantial share in revenue from each studio. Regal Entertainment has been reported to follow suit but at a slower pace in upgrading their facilities compared to AMC.