Leadership Journal

More than 250 churches in 36 states are meeting in movie theaters, and the number is increasing.

Holding services in theaters offers advantages, including instant name recognition and easy-to-find locations. According to Mike Schonberger, vice president of National CineMedia, theaters, with comfortable seating and high-tech equipment, are a draw for newcomers. "Of our church clients, 84 percent report that attendance has increased since they started holding their services in a movie theater," he said.

Trinity Jordan, pastor of Elevation Church in Layton, Utah, has high hopes for theater churches. "I pray we put a church in every theater in America."

For years now, Leadership's cartoonists have submitted gags about pews with cupholders. It turns out they were prophets.

At Eagle Brook Church in Lino Lakes, Minnesota, the new auditorium will feature theater-style cupholders. "Coffee is such a part of our church culture," director of operations Scott Anderson said. "If they're gonna bring it in, they need a place to put it. It was a logistical decision."

The local press has speculated that the coffeeshop culture is a major reason Eagle Brook has become the largest church in the state. "To them, it doesn't seem very spiritual," Anderson said. "But we're used to change and doing things that are off-the-wall.

"You can't underestimate the value of energy and buzz. Those things bring people through the door."