Not just popcorn!

Across the globe, movie theatres have evolved with the times and are not just about movies anymore. The highlight of this evolution is that the movie theatres have kept innovation, not motion pictures, as their focal point. It is the overall experience that attracts more and more people to cinema halls today. Dolby digital surround sound, super wide screens, state of the art ambiance, luxury seating with complimentary services are only few features that elevate audience experience.

One of the important developments in movie theatres is introduction of digital cinema. Digitalization does not require use of multiple projectors since the movie is already kept in a storage media, which consequently prevents the cutting effect, commonly seen in traditional theatres. Digital projection also allows for a certain level of customization that was never before available to theatre owners.

Design & Seating

Nowadays, most movie theatres are equipped with Gold Class cinema seat. These high-backed leather executive or rocking chairs recline at the touch of a button and have armrests and footrests for maximum comfort. Jumping the queue, one can even book preferred seats online from the comforts of
home. However, these are passé.

Design plays an important role in defining a modern day movie theatre. For instance, the Lighthouse Cinema in Dublin, designed by DTA Architects, offers a design that makes one feel like a celebrity. This swanky theatre has playfully colour-changing seats and a chic café spot to chat about the movie with friends.

The Paragon Cineplex in Bangkok is yet another precedent of a flamboyant, modern-day movie theatre. The place provides new ways to enjoy movie with fully reclining sofas and seats (complete with pillows and blankets) and in-theatre waiter service. At an entrance fee of $10, Paragon Cineplex gives free access to a lounge with massage chairs and free cookies and coffee.

The latest introduction in movie theatre seating is the D-Box motion code, which programs the seats to move in sync with the action during the film. These seats come with a self-adjuster on it which allows each viewer to set how much they want their chair to move.

As designers continue to make significant progress in developing awe-inspiring technology, the quest to offer a unique movie-going experience is unending.

Food & Sophistication

Movie theatres are no longer about popcorn and soda. In most up-market cinema theatres across Australia and Europe, movie-goers are greeted by friendly concierge at their arrival. These theatres have adult-only clubs or lounge where movie-goers can relax, wine and dine before or after the film. Further, multiplexes are now turning into luxury outposts, assigning new meaning to the concept of "dinner theatre." Gourmet food and fine wine have become basic requisites of a movie theatre.

The rise of "dine-in" theatres in the US, Europe and many other countries across the world is a true sign of positive business innovation. Statistics show that more consumers visit theatres that have added restaurants and bars serving fine food, wine and alcohol, with tables and wait service, during the movie.

Dine-in theatres come in several varieties and charge different prices, ranging from an average of up to three times the ticket, although the price may sometimes include a food voucher. The food offerings vary, but it's mostly finger food or the likes of sushi and tapas that can be eaten without noisy and distracting utensils.

Like any other business proposition, innovation is the buzz word for cinema halls too. So much, that the name "cinema halls" too may no longer seem appropriate.