Reading Cinemas at Valley Plaza Mall in Bakersfield, California, has announced a $5 million‑plus renovation that will add heated recliner seats, a new TITAN LUXE auditorium, and a two‑tier loyalty program. The upgraded auditorium will feature a 57‑foot‑wide, 32‑foot‑tall curved screen, a 4K DLP projector, and Dolby Atmos sound, making it the largest commercial movie screen in the city and the only IMAX venue with recliner seating within 100 miles of Bakersfield. The renovation is slated for completion in January 2026.
The upgrade comes as Reading International, Inc. (RDI) reports a net loss and declining cinema revenues in its Q3 2025 earnings. RDI’s cinema segment saw a year‑over‑year drop in ticket sales, while rising labor costs and a weaker film slate have pressured margins. The Bakersfield renovation is part of RDI’s broader strategy to counter these headwinds by investing in premium amenities that can drive higher ticket and concession revenue.
Management said the project is designed to differentiate Reading Cinemas from competitors such as AMC, Maya Cinemas, and Regal Edwards. General Manager Jenny Sullivan explained that “the heated recliner seats and the new TITAN LUXE auditorium will create a premium experience that encourages repeat visits and higher spend.” Promotions Manager Hannah Winterling added that the loyalty program, launching in December, will reward guests with points, birthday perks, and exclusive member discounts, aiming to deepen customer engagement and increase attendance during slower periods.
Industry analysts note that the cinema sector is battling declining attendance, streaming competition, and the after‑effects of the COVID‑19 pandemic and Hollywood strikes. By offering a unique IMAX experience with recliner seating, Reading Cinemas positions itself as a premium destination that can attract audiences willing to pay a premium for comfort and technology. The loyalty program further supports this strategy by incentivizing repeat visits and building a data‑driven customer base.
The renovation is expected to boost ticket sales and concession revenue in Bakersfield, helping RDI offset losses in other markets. While the investment is significant, it aligns with RDI’s focus on capitalizing on high‑margin premium segments to improve overall profitability in a challenging industry environment.
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