High quality experiences over luxury goods are where we see Millennials spending more of their money, a trend we explored more in depth in the Ypulse Quarterly report. AMC is counting on this shift in spending as it plans to invest over $600 million to “reseat” its auditoriums from traditional folding chairs to high quality cushioned recliners. This upgrade seems to be paying off: attendance is up 80% on average in renovated theaters (WSJ)
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