I'm sure you are all familiar with something common in quite a lot of cinemas; the luxury seating. It usually costs about 20% more than regular seating, has a bit more legroom, slightly wider seats, and tends to offer the best views of the film. I even know of some cinemas that have entire screens full of this sort of seating. Now, while this seating often has fancy names like 'luxury, 'deluxe' and 'premium', there really isn't that much difference in the experience. It's a bit like that class some airlines have that's economy, but a tiny bit better.

Being the slightly mean type, I have never really gone for these seats. On occasion it can be useful - a relatively busy screening with say, lots of families, where the 20% increase becomes the same as buying a whole extra seat. In circumstances like that, people tend to stick to the cheaper seats. But by and large I don't use them myself.

However, something I read in the news recently got me thinking about cinemas doing luxury properly. There's a story floating around in various places that Burger King are about to launch a meal that costs £85. Whether this story is actually true or not, I cannot say, but the idea is interesting. The £85 meal will apparently include a burger made from Kobe beef, foie gras, and various exotic and expensive cheeses. It'll come with the standard fries and soft drink, mind you.

I figured if Burger King can do it, why not cinemas? If people are prepared to pay £85 for a fast food burger, why not £30+ for 2-3 hours of entertainment? After all, it's what people pay to go to the theatre or the opera, and even then I'm being really rather generous with the pricing. So here are a few ideas on how I think such a cinema would operate.

First of all, it's something that could be adopted in different ways. Big multiplex cinemas could dedicate one or two screens to the concept, while individual and smaller cinemas could go the whole hog. Doing it this way would leave people with the choice of where they wanted to see a film.

The staff would need to be better trained, and more knowledgeable about the films that are showing. I've experienced both excellent and appalling staff at cinemas, but for this concept to work they'd need to be more aware of the films actually being screened. Smarter dress for staff, like in the theatre, wouldn't be out of the question either.

Seating is a difficult thing. I have often thought that even the most basic multiplexes can have more comfortable seating than the best theaters, concert halls and opera houses in the country. This is usually because the latter buildings tend to be decades old at least, but I actually think the cinema is somewhere where big and comfortable seating could be properly utilised. Loads of leg room, big seats, and plenty of surfaces to put things down on. I also like the idea of grouping the seats in sections of two and four, so couples and groups can enjoy a more intimate experience.

Then there's something that I think would divide a lot of people - food. I'm convinced that the food you can currently get in cinemas is a hell of a lot more noisy than eating an actual meal would be. Popcorn seems to have been invented to make lots of noise, while the endless rustling of sweet bags, chomping of nachos, and slurping of drinks, can all create quite a racket. I understand that there are cinemas in America which serve plates of proper food while films are being screened, and that the seats are set out so staff moving between customers don't block the screen or interrupt everyone else. I think something like this would catch on rather well.

The advantages of this concept are obvious. A better atmosphere, more comfort, a higher standard of food and refreshments, and more courteous staff. I honestly think that on some occasions I'd be happy to part with a decent amount of money knowing that my cinema experience wouldn't be interrupted by yobs. I don't even think it's an idea that could be considered snobby or elitist, either. When people go to the theatre, the opera or a formal musical event, there is an understanding about the sort of conduct expected. No such understanding exists at the cinema. Luxury screenings would keep out properly uncouth individuals, but they would also establish a code of conduct. It would be a place where, like a theatre, you are expected to behave in a certain fashion, and not treat the place like it's your own house. And the price just means it can be used by people who want to use it, as the alternative is still available.

I was actually talking to a cinema usher about a month ago, and he said that if they could charge £20 for a ticket, they wouldn't get any of the problems they have at the moment. Okay, I think he was being a tiny bit snobby by implying that only poor people cause problems in cinemas, but it rather ties in with my point that by giving people the choice of real luxury, you can provide them with a more relaxing, more enjoyable, and more memorable experience.

© David Mercier
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