In addition to upping the dimensional experience (a la 3D), theatres are starting to think about the quality of comfort and ambiance.
Village Roadshow will begin to build theatres (starting with Chicago) that justify a $35-a-pop price tag, "including plush reserved seating, special parking privileges and upscale food and beverage offerings with seat-side waiter service" (food is extra). Somebody better cart me from car to chair, tuck me in and serve me wine for that price. And by God, if anyone starts chattin' during the film, I'm sending my personal waiter over to thump them on the head.
Sink into the theatre porn that is Village Roadhouse Gold Class.