An Austrian architectural company, Coop Himmelb(l)au, revealed their plans for a spectacular movie theater in Korea. The Pusan Cinema Centre is the Viennese firm's second largest project to date.

The Pusan Cinema Centre has an 85 meter cantilevered room over a main seating area that will hold 4,000 patrons. The center will also have studios offices and convention space to host parts of the Pusan Film Festival.

Implications - Futuristic designs are favorable ways for businesses to stay innovative and appear cutting-edge in the eyes of consumers. Consumers have a continuing urge to invest in products or services that can help them differentiate themselves from the mass of like-minded consumers.