Every April for the past five years the National Association of Theatre Owners has hosted its annual event CinemaCon at Caesars Palace in Las Vegas. In years past conversations about the ongoing transition of movie theatres to digital cinema technology dominated much of the talk at the show. But as the transition comes to its conclusion – at least in North America – the focus has changed. Now that they have digital cinema technology – and all its potential – exhibitors want to know how to maintain their existing customers and ideally add new ones in an increasingly competitive entertainment environment. The ultimate goal is to make movie theatres into entertainment centers filled with things no home theatre could ever provide. The question is how.