For years movie houses have attempted to lure customers by offering the top new releases or bargain prices
without giving much thought to the off-the-screen customer experience, which was pretty much the same at most theaters. A trip to the cinema consisted of waiting in line to buy tickets, stopping by the concessions counter to buy the same overpriced candy and popcorn with melted orange stuff poured on it, then hurrying into the dark theater to try and discover a few available seats.
Then came stadium seating that offered improved creature comfort, with reclining backs and better sight lines, as a means for improving the movie experience. The introduction of IMAX added further enhancements in terms of sound and picture quality on large curved screens, but there were only a limited number of theaters and they were not convenient for much of the population. Until now.
