Shares of Cinemark Holdings Inc. jumped as much as 5.1% in midday trading Tuesday, before paring most of the gains, after the movie theater operator said its customers will be able to join “drop-in games” at certain theaters this summer. The company also announced a new partnership with Mission Control to to expand its online esports offering. The stock, which was recently up 1.1%, was up about 0.2% just prior to the announcement. was trading up about 0.2%. Cinemark said it will have a weekly schedule of “in-auditorium public gaming events” at select U.S. theaters, and people will be able to “drop-in” with their Nintendo Switch console to go head-to-head with other gamers. Drop-in gaming will cost $10, and will come with a $5 concessions coupon. “Our immersive environment lends itself particularly well to the gaming community, putting players in the universes in which they are competing,” said Justin McDaniel, senior vice president of global content strategy at Cinemark. The stock has rallied 31.5% year to date, while the S&P 500 has advanced 12.6%.
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