Why has this not come sooner? I often have the discussion that movie theaters need to start showing things other than movies in their theaters. They need to discover other ways of generating revenue and luring people into the theaters if they want to remain profitable. Think about it; you have a massive room, usually stadium style seating, and a huge HD screen with the best sound system money can buy. I would watch the Superbowl in a room like that for say $5. In fact, I would watch any major sporting event or television event for that matter in that type of environment.  Can you imagine watching Landon Donovan’s game winner on the big screen, with hundreds of other screaming USA fans sitting by your side? Well, I think theaters are starting to catch on.

According to CNBC.com “NCM Fathom, a division of National CineMedia (NASDAQ: NCMI), a leading integrated media company reaching U.S. consumers in movie theaters, online and through mobile technology, and the Federation Internationale de Football Association (“FIFA”), the world governing body of association football (soccer), announced today that the 2010 FIFA World Cup(TM) semi-finals, match for third place and final match will be presented for the first time LIVE in 3-D in 15 select U.S. movie theaters on July 6, 7, 10, and 11.”

Various AMC, Regal and Cinemark chains in New York, Los Angeles, Chicago, Dallas, Houston, Seattle, Denver, Miami, Kansas City, and San Antonio will be showing the World Cup.  Those are the three largest theater chains in the US. For more information about tickets go to www.fathomevents.com.

I think this will be a huge success. During important away games, sport teams often show games on their megatron in their home arena/stadium.  This is another way for movie theaters to take advantage of the special environment they provide people. I don’t care what HD TV you have and what top notch surround sound system you have. Nothing beats the movies. Now we will have that environment to watch the World Cup. This is definitely a sign of things to come.

Is this something you would be interested in?

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