Advanced projection systems, screens, and sound systems have been continuously adopted to improve the viewing experience. Other innovations have increased the quality of the experience while lowering costs. Stadium style seating, now ubiquitous, was originally viewed as an experience differentiated, but equally beneficial was a reduction in the square footage needed per seat. This reduced the size and cost of the facilities. Exhibitors continue to pursue a number of strategic initiatives aimed at improving attendance, increasing the viewer’s willingness to pay, and lowering costs.