Bob Bagby's Vision for Entertainment Innovation

*Bob Bagby’s Vision for Entertainment Innovation Bob Bagby didn’t just grow up in the movie business—he practically lived it. As a five-year-old, he stood on a wooden stool behind the concession stand at one of his family’s theaters, handing out buttery boxes of popcorn to eager patrons. It was here that the foundation of his lifelong passion—and career—was born.

Now, as CEO of B&B Theatres, the fifth-largest cinema chain in the United States, Bagby has transformed what it means to go to the movies. Under his leadership, the company has evolved from a traditional movie theater business into a dynamic entertainment experience that blends nostalgia with cutting-edge innovation.

At the heart of this transformation lies a simple philosophy: “We think our cinema entertainment centers are our future going forward,” Bagby says with conviction during our conversation at the company’s newest flagship location in Red Oak, Texas.

Reinventing the Movie Experience

The Red Oak facility is more than just a movie theater—it’s a lifestyle destination. Spanning over 3,700 square meters, it features 12 auditoriums, luxury reclining seats, and next-gen digital projection technology powered by GDC Technology America. But the real surprise lies beyond the box office: the complex includes a full-service bowling alley, outdoor pickleball and bocce courts, fire pits for lounging, and a live music bandstand surrounded by open green space.

“People don’t just want to watch a film anymore,” Bagby explains. “They want an experience—a reason to leave their homes and reconnect with others. That’s why we’re building these entertainment centers.”

This strategy represents a major shift in how B&B Theatres approaches customer engagement. Rather than compete with streaming platforms or fight the rise of at-home entertainment, Bagby chose to complement them—by creating destinations where people want to spend time, regardless of whether they see a movie that day.

A Legacy Rooted in Resilience

For a company celebrating its centenary this year, adaptability has always been part of the DNA. Bagby, who took the reins after marrying into the business through his wife Bridget—heiress to another storied theater chain—has led B&B through seismic shifts in the industry.

When VHS threatened cinema’s dominance in the 1980s, B&B responded by launching in-theater video rental stores, while maintaining the quality of its concessions. In the 2000s, they were among the first to roll out digital projection and luxury seating options.

But perhaps the boldest move came during the pandemic. While competitors shuttered screens and cut staff, B&B Theatres expanded—adding roughly 200 new screens during the height of uncertainty.

“I believed cinema would come back,” Bagby says. “So we made deals with landlords, renegotiated leases, and built partnerships with investors who shared that belief. It was risky, but it paid off.”

That resilience is a testament not only to Bagby’s leadership but also to his deep-rooted love for the craft. “My wife and I still go to the movies once or twice a week,” he shares. “It’s date night. Popcorn, Coke, dark theater—it never gets old.”

Leading with Purpose

For Bagby, leadership isn’t just about making strategic decisions—it’s about nurturing culture. With 1,400 employees across 58 locations in 16 states, B&B Theatres prides itself on being a family-friendly workplace that values personal development and community connection.

“We’ve always believed that happy employees create better experiences for guests,” he notes. “That’s why we invest in training, promote from within, and maintain an open-door policy—even at the executive level.”

This people-first mindset extends to B&B’s approach to community involvement. Each of its theaters is designed to reflect local culture and preferences, often hosting charity screenings, school events, and youth programs.

Looking Ahead: Innovation Meets Intuition

As the entertainment landscape continues to evolve, Bagby sees opportunity—not threat. He believes the key to long-term success lies in staying ahead of trends without losing sight of what matters most: connection.

“Our customers aren’t coming just for the latest blockbuster,” he says. “They’re looking for something memorable. Whether it’s watching a film with friends, bowling afterward, or catching a live band on the weekend—those moments are what keep them coming back.”

To that end, B&B Theatres plans to replicate the Red Oak model across other markets, integrating multipurpose venues that serve both as entertainment hubs and social gathering places.

Innovation, for Bagby, isn’t about chasing every new technology—it’s about enhancing the human experience. “We’re not just showing movies anymore,” he concludes. “We’re building memories.”

With a century of history behind him and a bold vision ahead, Bob Bagby is ensuring that B&B Theatres doesn’t just survive in the modern age—it thrives.

Fast Facts:

• Founded: 1924
• Screens: 554
• Locations: 58
• States: 16
• Employees: 1,400+
• Signature Innovation: Cinema Entertainment Centers

Words of Wisdom from Bob Bagby: "The future of cinema isn’t about competing with screens at home—it’s about giving people a reason to step out and share an experience together."*