Sports in movie theatres (ArgosyMTM AU)

The concept of showing live sports in movie theatres is relatively novel. It was first proposed by Ellen Peck (CEO of ArgosyMTM Group) in 2021, as a way to “revive” movie theatres which had suffered during the COVID-19 lockdowns.

Since NASCAR is an ArgosyMTM subsidiary, it was the first to enthusiastically adopt this idea, starting with the 2022 season. In conjunction with MTM Films, NASCAR started showing all of its weekly races in its 8 main racing series at local movie theatres across the United States and Canada. This was unexpectedly popular; several theatres ran promotions granting free admission, provided that people come in the movie theatre wearing at least two items of NASCAR merchandise.