Not too long ago, 3D was hailed as the savior of movie theaters which were losing ground to the "wait 'till it's on DVD" crowd.  In 2005 through 2007 (preceding the wide scale roll-out of 3D cinema), attendance was either down or flat.  Something had to be done to recapture those people who were watching less movies in the cinema, and more in their home theaters.

For the last few years, it seems that the industry's push towards 3D has been justified.  Attendance and revenue are up as 3D films become "must see" events.  Avatar, James Cameron's space epic, credits a full 75% of its domestic revenue to 3D screenings.

However, at the Consumer Electronics Show in Las Vegas this week, one of biggest trends is the announcement of 3D televisions for the home market, coupled with the introduction of the first 3D television networks from ESPN and Discovery.  Obviously, 3D won't be the exclusive province of movie theaters for too much longer.

Though it may take a decade or more for full adoption, theater chains will probably begin feeling the effect of 3D home theaters on their revenues much sooner than that.  If 3D can't be the savior of the industry, what other options do the chains have?  A "premium experience" can drive attendance and revenue, but what might that look like in the upcoming years?

Digital Projection/Sound: This is a revolution already-in-progress.  In fact, the installation of digital projection is what's making 3D possible in the first place.  However, better quality picture and sound can been strong allures in their own right, 3D notwithstanding.  Additionally, digital projection allows for a level of customization that was never before available to theater owners. Theaters can now show live concerts and events and more easily change the scheduling of their auditorium without ordering additional prints.

Quality Venues: For far too long, "shoebox theaters" attached to shopping malls dominated the landscape.  Sticky floors, poor site lines, and the pervading smell of fake butter were indicative of the movie industry.  To their credit, the industry has made some strides with the introduction of stadium seating and higher quality furnishings, but there's still a long way to go.  One of the reasons people like to watch movies in a home theater is that they get to sit in a comfy recliner or couch in a clean, pleasant environment.  By replicating the "comforts of home", theaters will be able to more effectively compete.

Complete the Experience:  One of my favorite theaters is Hollywood Boulevard in Woodridge, IL.  They have a full bar and serve a full menu of tasty food right inside each theater (servers typically run your food out during the opening credits).  Compare that to the usual concession stand fare of popcorn, hot dogs, and candy!  Quality food is one arena where many theaters need to play catch-up.  It doesn't need to be gourmet - but no one likes paying $12 for some stale popcorn and a gallon of Coke.

These suggestions are just the tip of the iceberg.  The movie theater industry has already begun to reinvent itself with the introduction of 3D, and they will need to continue doing so to survive.

What other ideas do you have to revolutionize the movie theater industry?  Leave a comment here, or send me a reply on Twitter.