HOUSTON—While going to the movies has always been an opportunity to enjoy some escapist entertainment, in recent years, movie theater brands have upped the ante by introducing a range of highly experiential concepts. New and renovated theaters offering luxurious amenities along with full dinner and bar service are popping up across the Southwest and particularly in Texas, say Jason Baker and Ben Brown of Baker Katz in a recent theater property analysis, exclusive to GlobeSt.com.

This explosion of experiential and amenity-laden movie theater concepts was initially driven by several new independent brands, but the success of the format has prompted larger brands to contribute new theater concepts, often reformatting existing theaters in an attempt to deliver a similarly elevated experience. These developments are exciting for moviegoers, but a closer look at the experiential theater trend has some interesting and potentially important implications for mixed-use developers and the movie theater industry, Baker Katz reveals.

Experiential/luxury theater concepts are booming. This is in response to the growing popularity of experiential retail and a craving for varied entertainment destinations as well as a way to enhance a theatergoing experience that was losing ground to a wide array of home television and movie entertainment. From opulent leather seats and powered recliners to full menus, cocktails and seat-side service, this new generation of theaters turns catching a movie into a social event. Consumers can enjoy a glass of wine, quality food and a movie in a comfortable environment that is different from the utilitarian setting in many traditional theaters. Names such as iPic, Studio Movie Grill, Cinépolis, Alamo Draft House and Star Cinema Grill are all prominent in Houston.