# Luxury Movie Theatre By Nigel Goodwin | Published 2006-05-28 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/luxury-movie-theatre References: [money.cnn](http://money.cnn.com/2006/05/23/news/companies/theater_futureof_fortune/index.htm?cnn=yes) At least one movie theatre owner -- or exhibitor, as they're known -- is trying to lure consumers back to the big screen with a luxury cinema. In 1946, the average American went to the movies 28 times per year; the number has since fallen to less than five times per year. There is simply too much competition from high-end home theatres, early DVD releases, pirated copies and other forms of entertainment. [National Amusements](https://www.trendhunter.com/trends/national-childrens-alliance) is fighting back and differentiating itself with a 14-screen Cinema De Lux (CDL) which goes far beyond the suburban megaplexes we've already seen. With a martini bar and grand piano gracing its lobby, the CDL is the five-star venue of the theatre industry. The CDL also features a Ben & Jerry's and a [Starbucks](https://www.trendhunter.com/trends/starbucks-studio). There's a lounge with comfortable couches, newspapers and magazines, and a concierge who assists in purchasing tickets and calling taxis. As for the theatres themselves, two of them actually feature [luxury leather recliners](https://www.trendhunter.com/trends/awol-theater-3500x) and escorted seating service. Alcohol may eventually be served in the theatres. ## Trend Insights (Trend Hunter) - Score: 6.2/10 - Popularity: 94% | Activity: 84% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Media](https://www.trendhunter.com/media) ## Key Themes ### What's Driving This Trend - **Luxury Cinema:** Opportunity for theatre owners to create a luxurious experience by including amenities such as lounges, concierges, tailored seating, and high-end food and drink options. - **Escorted Seating Service:** Incumbent exhibitors can differentiate themselves by offering seating with attendant services allowing customers to fully enjoy the movie experience. - **In-theatre Dining:** Food and drink service within cinema environment is an opportunity for theatre owners to offer unique, high end experiences while watching movies on their big screens. ### Who This Affects Most - **Cinema Industry:** Innovation opportunities for cinema exhibiters, distributors and marketers to cater to changing consumer behavior to luxury cinema spaces. - **Food and Beverage Industry:** Opportunities for collaborating with cinemas to upscale concessions, offering high-end food and drink services to cinema-goers. - **Hospitality:** Theatre exhibitors can look to collaborations with hospitality industry to enhance luxury cinema experiences through amenities and attendant services. ## Related on Trend Hunter - [Projector-Replacing Cinema Screens](https://www.trendhunter.com/trends/cinema-led-screens.md) - [Celebratory Cinema Promotions](https://www.trendhunter.com/trends/national-cinema-day.md) - [Landscape Seating Theater Designs](https://www.trendhunter.com/trends/cinema-visiona.md) - [Large-Format Cinematic Experiences](https://www.trendhunter.com/trends/largeformat-experience.md) - [Nostalgic Film-Retail Speakeasies](https://www.trendhunter.com/trends/blockbuster.md) - [Gourmet Theater-Branded Candies](https://www.trendhunter.com/trends/amc-cinema-sweets.md) - [Cinema-Inspired Hotel Packages](https://www.trendhunter.com/trends/room-package.md) - [Cinema-Grade Sound Systems](https://www.trendhunter.com/trends/beosound-theatre.md) - [Popcorn-Focused Cinema Campaigns](https://www.trendhunter.com/trends/bring-your-own-buckets.md)