With increasing competition for movie tickets, and admissions down across Spain, Enrique Martinez has been working hard at transforming his building into a hybrid movie theater.
Writing for IHT, Doreen Carvajal said that Martinez' creations has "all the digital fire and fury of a video game: fog, low smoke, black light, flashing green lasers, high-definition digital projectors, vibrating seats, game pads and dozens of 17- 
inch, or 43-centimeter, screens attached to individual chairs. And naturally, there's buttered popcorn."
"We're trying this concept because there are many theaters in Spain and admissions are down," Martinez said. "So we have to offer new products."
Martinez doesn't believe that what he's doing is an attempt to compete with online game play, rather he looks at it as complimentary.
His theater called Cinegames opened in Spain in December of 2006, and weekends have become the most successful and popular. Since the opening of the video game theater they have drawn around 30 customers on the afternoons of regular weekdays and over 120 on average on weekend nights.
Other things that theater owners are experimenting with have been real-time sporting events and upscale movie viewing that includes serving food and drink to patrons.
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