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From Movies To Rope Climbing, Experiential Movie Theater Chain Aims For U.S. Growth

In a world where hospitality and retail patrons are demanding unique experiences, a Dallas-based movie theater chain is going national with a concept that offers everything from movies to rope climbing under one roof.

A Cinergy Cinemas & Entertainment location in Amarillo, Texas

Cinergy Entertainment Group already has six locations, mostly in West Texas, and said in a press release it plans to open another 10 U.S. locations over the next three years with the help of commercial real estate firm JLL

Cinergy is intent on bringing the company's entertainment hubs to major U.S. markets, with its sights currently set on Atlanta, Chicago and Memphis. 

While it is not the first theater chain to focus on food concepts and traffic-driving amenities (especially as they increasingly compete with at-home streaming services), the company doesn't stop at having one or two experiential retail offerings on-site. 

Instead, under one 90K-plus SF roof, the chain pulls multiple types of entertainment concepts that appeal to various types of user. Cinergy's outlets have included movie theaters, bowling arcades, full-service bars, ax-throwing sites and escape rooms. 

JLL Executive Vice President Geno Coradini and Managing Director Rob Franks are assisting Cinergy in its national search for new locations.