Created in 1977 by Atari founder Nolan Bushnell , it started out as Chuck E. Cheese 's Pizza Time Theatre . In 1999 , CEC Entertainment , Inc. the owners of Chuck E. Cheese , bought out their primary competitor , Discovery Zone . Chuck E. Cheese 's ( formerly Chuck E. Cheese 's Pizza Time Theatre and Chuck E. Cheese 's Pizza ) is a chain of family entertainment centers .