Enter a new challenger: Arizona-based cinema chain Harkins Theatres, which recently launched its own spin on the concept.
Last week the company opened Harkins BackLot, a 30,000-square-foot family entertainment center at the Shops at Norterra in north Phoenix.
Inspired by (you guessed it) Hollywood backlots, the movie-themed concert boasts interactive experiences and high-tech versions of competitive activities like bowling and darts. You'll also find a full bar and other nightlife-style amenities. Like at other fun centers, Harkins BackLot is equipped with a mix of loud, flashy and colorful distractions built to keep you swiping your reloadable game cards.
A massive arcade is wall-to-wall with redemption and video games — think large-format titles like “Guardians of the Galaxy,” “Space Invaders Frenzy!” and “Hot Wheels: King of the Road."
There’s also immersive virtual reality experiences like “Godzilla Kaiju Wars VR,” as well as “Krazy Darts,” where you take aim at towering interactive screens to pop balloons, topple ducks or take out zombies. It ain't like the dart machines at your neighborhood watering hole.
If chucking 12-pound balls at pins is more your speed, Harkins BackLot features 12 Spark bowls lanes tricked out with AR-style effects and neon-bright visuals. It’s a slick upgrade from cosmic bowling.
Elsewhere, there’s the BackLot Arena, a cavernous area boasting a cinema-sized sports screen and 60-plus HD televisions. In other words, you can catch every single sporting event happening on any given day. There’s also immersive movie displays and experiences, a fully stocked bar, and indoor-outdoor patio and a full-service restaurant on the premises.
Harkins BackLot an expansion 'beyond the auditorium'
BackLot is a pivot from Harkins’ popcorn-and-projection roots. The chain was founded in the Valley in 1933 and operates 19 theaters across Arizona. The movie biz ain't what it used to be, so the company is pursuing new revenue streams. Moviegoing is on the decline nationwide. According to Nash Information Services, a film industry analytics firm, turnout at cinemas dropped 7% in 2024 and is down 38% overall since pre-pandemic levels in 2019.
Family entertainment centers, meanwhile, are booming. Global industry profits jumped from $46.36 billion in 2023 to $52.35 billion in 2024, according to Dublin-based firm Research and Markets. Harkins wants a piece of that action.
Mike Bowers, CEO and President of Harkins Theatres, said in a press release announcing the opening of BackLot's north Phoenix location that the concept is diversifies its offerings.
“For more than 90 years, Harkins has been dedicated to creating exceptional entertainment experiences,” Bowers stated in the release. “With Harkins BackLot, we are expanding that commitment beyond the auditorium.”
A second BackLot is expected to open at Verrado Marketplace in Buckeye next year.
In the meantime, the north Phoenix location will offer a 25% discount on bowling, food and drinks (except alcohol) and Krazy Darts. Patrons can also get a receive a $5 bonus on every $20 Action! Card purchase. Both specials are available daily through July 30.
Here are more photos from Harkins BackLot in north Phoenix.
