"We're in a very unique space of being a single-visit, dual-transaction business," Chapin says, referring to box office and concessions as the two primary purchases of the moviegoing experience. "How do you have a cohesive message? The people who are doing it best are the ones thinking about (moviegoing) as one congruent model."
Hosting the newest college football program in the State of Georgia isn't the only change happening at the Georgia Dome in Atlanta. The world's largest cable-supported domed stadium recently revitalized all 55 of its concession and food service outlets with a digital menu board solution.