With movies hitting streaming services quicker than ever and customers cutting back on spending, the allure of actually going to the cinema is dwindling. However, the biggest theater chains in the United States and Canada have a $2.

Then it must be zip lining! In a new initiative, the biggest movie theater chains in the country could be shifting to ventures that make their cinemas more akin to – well, anything other than the cinema.

The largest theater chains including AMC Entertainment, Regal Cinemas and Cinemark will invest more than $2.2 billion over the next three years to upgrade theaters in the U.S. and Canada, an industry group announced on Thursday.