If you are a cinema operator, by now you have probably noticed that many cinemas have started adding additional attractions to their venues. It has been common practice for movie theaters to house some arcade games, but today locations are expanding this arcades and adding additional attractions such as bowling, mini golf, and laser tag.
As it becomes increasingly common for movie studios to debut blockbusters on their proprietary streaming services, diversifying your business bring tremendous opportunity for increasing both foot traffic and per capita spending.
Laser tag is a great choice for cinemas looking to expand further into the family entertainment space. Let’s take a closer look at why laser tag and movie theaters make a great match.
Jeremy Simpson, General Manager of Time Square Grand Slam located in Tyler, TX, talks about the success he saw when adding a laser tag attraction to his theater.
Why do cinemas make an ideal location for a laser tag attraction?
One of the biggest hurdles for prospective laser tag operators is spacing. When it comes to a cinema, the space allocation is much easier; the conversion of a single screening room is often times enough space for an entire laser tag attraction.
While 2,500 – 3,500 square feet is ideal, a laser tag attraction can work well in as little as 2,000 square feet. Most screening rooms are able to accommodate this sizing.
Even if you have the space, is a laser tag attraction really worth converting a screening room for? Let’s dive deeper into the profitability and functionality of laser tag attractions.
Check out how it might look when you convert one theater into a laser tag attraction.
What could a Laser Tag attraction do for your Cinema?
Improve Your ROI
Laser tag is a faster ROI attraction, with most operators seeing a positive ROI in their first year. The profitability of laser tag stems largely from the fact that it is a high throughput attraction with low operational costs.
When considering the conversion of a screening room into a laser tag attraction, it is important to consider revenue. One great advantage of utilizing that space for laser tag is that all of the revenue is going back into your pocket, rather than back to the film companies. At LaserBlast, we do not charge any recurring fees, so you are able to keep your profits in your pocket.
Most laser tag attractions can be run with one attendant, keeping labor costs low. Plus, maintenance needed with LaserBlast equipment is minimal and inexpensive, especially when compared to costly maintenance of theater equipment.
Diversify Your Offerings
Additional attractions are a great way to draw in new customers and encourage existing customers to return more frequently. Your regular customers will still have a reason to stop by, even if they are not interested in any of the current new movies. Individuals that may prefer enjoying movies at home are now coming to your venue to enjoy laser tag. Groups looking for more face-to-face social activities have a new reason to book their party at your cinema. There are countless scenarios in which additional attractions can help bring in additional foot traffic. In adding that additional attraction, you are adding to the list of reasons why people should visit your venue.
Increase Per Capita Spending
Adding a laser tag attraction to your cinema provides a great opportunity to boost guest spending. A customer may come to your theater to catch a movie an then play laser tag while they are waiting for their showtime, or hang around after the movie for a game. Alternatively, if they initially came in for laser tag, they now have the opportunity to see your in-store marketing about current features, encouraging them to stay for a show they may not have even known was playing.
Plus, like movies, laser tag lends well to food and beverage purchases. Laser tag is a physical, adrenaline inducing game. After playing a couple of rounds, guests are going to want to replenish themselves and will head to your snack counter to do so.
Laser tag is a great option if you want to see a strong and fast ROI. An increasing number of cinema owners and operators are adding additional attractions to their venues to bring in more guests and boost their revenue. If you have considered adding attractions to your movie theater, laser tag is a great place to start. Want to learn more about what a laser tag attraction can do for you? If so, we encourage you to fill out the form below, give us a call, or find us at CinemaCon. We’d love to speak with you!
