The Independent Cinema Alliance (ICA), a cinema trade organization representing approximately 5,000 independently operated movie screens across the United States and Canada, has announced an exclusive partnership with global bowling equipment and technology provider QubicaAMF Worldwide (QubicaAMF). Under the agreement, QubicaAMF is named the ICA Marketplace exclusive provider of bowling equipment and bowling technology.
Through this relationship, ICA Marketplace member cinemas will gain access to preferred pricing on QubicaAMF solutions designed to help operators strengthen their businesses, enhance guest experiences, and deepen the role their theaters play in the communities they serve. The program leverages the ICA’s collective purchasing power to provide independent exhibitors with practical, vetted options for evaluating and deploying bowling as a complementary amenity within their theater footprint.
The partnership also reflects QubicaAMF’s continued commitment to the cinema industry—particularly the fast-growing Cinema Entertainment Center (CEC) segment—where bowling and other interactive attractions complement premium moviegoing while creating new reasons for guests to stay longer and visit more often.
As independent exhibitors continue to invest capital in best-in-class presentation technologies, many forward-thinking operators are also evolving their facilities into true out-of-home entertainment destinations. These CECs expand beyond the core theatrical experience to include experiential elements such as bowling, high-tech gaming arcades, and enhanced food-and-beverage offerings with full-service bars—all designed to retain existing audiences, attract new consumers, and stabilize revenue.
“This partnership gives ICA members preferred access to the world-class bowling provider and another practical way to differentiate their cinemas as entertainment destinations,” said Frank Rash, executive director of the Independent Cinema Alliance. “It’s one more example of how the ICA Marketplace delivers real, executable opportunities for independent exhibitors.”
“This is exactly the kind of Marketplace partnership independent exhibitors are looking for—real solutions, preferred pricing, and partners who understand our business,” said Joel Davis, ICA Marketplace team lead and board member. “Bowling has proven to be a strong complement to the theatrical experience.”
“Independent exhibitors are a driving force in the CEC movement, and we’re committed to helping them win,” said Jay Buhl, executive vice president and general ,manager, QubicaAMF. “Through ICA Marketplace, members gain preferred access to QubicaAMF bowling equipment and technology to build experiences that drive repeat visits.”
The ICA will continue expanding the Marketplace throughout 2026, growing the portfolio of programs and categories designed to help independent exhibitors introduce new revenue opportunities, reduce operating expenses, and strengthen margins. As participation increases—and more exhibitors transition into the Marketplace—purchasing volume, and the savings generated by that scale, will continue to grow.
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