Once upon a time, going to the movies was a simple ritual. Families came to the cinema for a bag of popcorn and a seat near the silver screen, but somewhere along the way, things changed. When streaming platforms like Netflix and Disney+ offered boundless convenience at the swipe of a finger, they forever reshaped how audiences consume entertainment.
Today, movie audiences crave the comforts of home, but they yearn for something else as well. They long for the nostalgic magic of movie night that just can’t happen on the couch. For movie theaters to thrive in this new age of on-demand entertainment, they must offer something streaming can’t: a profoundly human and unforgettable experience.
“We recognized this shift early on,” recalls Jeff Geiger, President & Chief Executive Officer of NCG Cinemas. “In response, we pivoted our focus from ticket sales to curating moments that matter. That involves creating an atmosphere, a story that begins long before the opening credits. We want the story to begin the moment you step into the theatre lobby. Our mission is simple: we ensure every trip to the theater is an event worth remembering.”
How NCG Cinema’s all-new luxury movie theater in the Atlanta suburbs redefines the cinematic experience
NCG’s entirely renovated Snellville location opens in June to immerse theatre goers in an all-new movie experience. Plush recliners invite guests to relax, self-serve concessions make skipping the lines effortless, and premium bar service offers delicious drink options to elevate the night. Best of all, bottomless drinks and upgraded snacks satisfy the audience until the credits roll.
In addition to these amenities and upgrades, a bold partnership with Klipsch shifts the movie experience into high gear. Movie theaters with Klipsch sound prove that films must be seen, heard, and felt. Whether guests arrive for a high-octane summer blockbuster or a hauntingly quiet art film, Klipsch guarantees immersive storytelling — not the kind audiences watch, but the kind they live.
“Our new Snellville location will be the first in the world to debut this groundbreaking Klipsch Studio Cinema setup,” explains Geiger. “It delivers the rich and resonant sound you feel in your bones. This innovation is part of our mission to raise the bar across every detail. From the moment you step through the doors, we want you to know you’re entering a cinematic experience.”
NCG Snellville aims to build a community around cinema
As entertainment trends shift, so do the needs of moviegoers. People want value and comfort, but most of all, they are looking for connection.
At NCG, the emphasis is on creating community moments. The theatre hosts live events and concerts. It even provides flexible spaces for birthday parties, church gatherings, and business meetings.
At the heart of NCG’s vision is inclusion. It is creating a place where everyone can feel part of the magic. Sensory-friendly screenings cater to neurodiverse families. The theatre hosts everything from local filmmaker spotlights to sessions for die-hard Marvel fans. Any given night might feature films, sports, music, or gatherings where neighbors get to know one another. There’s truly something for everyone.
NCG hears every review and every comment from patrons, which is why they keep innovating to ensure that the experience is tailored for everyone. These theaters are far more than places to watch movies. They’re becoming the heartbeat of neighborhoods.
NCG Cinemas reimagines theater culture as a community. They are designing a place where movie fans, casual viewers, and entire families can come together in shared appreciation of storytelling. Why would an audience prefer to watch alone when they could feel the collective gasps, laughs, and tears?
At the new NCG Snellville location, Georgia residents will find more than movies; they will find moments. “As we open this new location, we’re investing in our people, our neighborhoods, and the technology that transforms a simple night out into an unforgettable event,” concludes Geiger. “Movie magic is timeless, but how we experience it must continue to evolve. At NCG, we want to give you more than a movie night. We curate shared moments that are truly worth stepping out for.”
Through every innovation, from premium seating and immersive audio to events that bring people together, NCG Cinemas shows that they’re not just opening locations — they’re investing in people. For audiences balancing the ease of streaming with the question, “Why go to the theater?” NCG answers loud and clear: the timeless magic of movies deserves an evolution, and at NCG, that evolution is about creating unforgettable moments that stay with an audience long after the credits roll.