April 2026
It was great to be back at CinemaCon this year, reconnecting with colleagues, partners, and friends from across the exhibition and entertainment industry. Each year offers a good look at where cinema is headed, and 2026 made one thing clear:
The theatrical experience continues to evolve and adapt in meaningful ways.
This year’s programming and conversations, especially those highlighted by Cinema United, reinforced a shared sense of optimism about the future of moviegoing. From advancements in premium large format experiences to continued investment in food, beverage, and hospitality-driven amenities, exhibitors are leaning into what makes theatres unique—an experience you simply can’t replicate at home.
There was also a noticeable focus on innovation, not just in technology, but on how cinemas connect with their communities. Whether through loyalty programs, creative programming, or rethinking lobby and social spaces, the industry is working to meet audiences where they are while giving them reasons to return more often.
Of course, none of this exists without content, and the studio presentations delivered. The upcoming slate points to a strong mix of blockbuster franchises, original storytelling, and event-level releases. The energy in the room during these previews is always a highlight and a reminder of the role theatres continue to play in shaping shared cultural moments.
For us at TK Architects, CinemaCon is more than a trade show. It’s an opportunity to listen, observe, and translate what we’re seeing into practical design solutions. This year, conversations consistently pointed toward a more holistic approach to entertainment design—one that brings together cinema, dining, social interaction, and flexible programming into a cohesive guest experience.
What stood out most was the continued shift toward experience-driven environments. Clients and operators are thinking beyond the auditorium, with greater emphasis on arrival, lobby activation, and food and beverage as a central component of the overall experience. These spaces are no longer just transitional; they’re destinations. That mindset aligns closely with how we approach design, focusing on layered environments that extend the experience beyond the screen.
We’re also seeing increased demand for flexibility. Spaces need to adapt to different audience needs throughout the day and week. From premium auditoriums, multifunctional lounges, or adjacent entertainment offerings, the goal is to balance guest engagement with operational efficiency. It’s a challenge, but one that continues to push us to think creatively about how design can support evolving business models.
CinemaCon also reinforced the importance of collaboration. The future of exhibition isn’t being shaped by any one group, it’s the result of strong partnerships between owners, operators, studios, designers, and vendors, all working toward the same goal: creating experiences that keep audiences coming back.
This year also offered a moment to reflect on industry legacy and longevity. Celebrating 55 years, the International Cinema Technology Association (ICTA) continues to play an important role in advancing innovation and strengthening connections across the industry. At the same time, we’re proud to be marking 45 years of TK Architects. Having participated in ShowWest and CinemaCon since 1987, it’s rewarding to see how far the industry has come—and to know we’ve been part of that evolution along the way.
Leaving CinemaCon, it’s clear the industry isn’t standing still. It’s evolving with intention, and we’re looking forward to carrying that momentum forward as we continue shaping spaces for today’s audiences.
Principal, Levi Lawson
