Michigan movie theater strikes deal with Caesars to turn it into sports betting


Photo via Caesars.

A cinema operator made headlines on Monday by announcing that it would turn some of its cinemas into sportsbooks.

Michigan-based Emagine Entertainment, which owns 344 theaters across 29 locations, announced that it has reached an agreement with Caesars to give the company a sports betting presence in Michigan, where it currently has only one. mobile site and a sportsbook in Traverse City.

The company will transform the theaters into Caesars Sports Lounge by dividing its 42-foot LED screens into TVs of different sizes to broadcast games. The theaters have heated leather recliners and tables that hold premium food and beverages that the theaters already serve.

The initial site is in Royal Oak, Michigan, but CEO Anthony LaVerde said he hopes to bring Caesars-branded sports lounges to his theaters in other states, including Illinois and Indiana.

There will be no admission charge to enter the Sports Lounge. Caesars will have representatives on site to facilitate mobile registrations and will benefit from Emagine’s huge database in the state. Emagine will benefit from the ability to sell food and drink, bread and butter to a movie theater’s profit engine.

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