With 8K OLED televisions and Dolby Atmos soundbars becoming affordable consumer items, the fundamental argument for paying $20 to sit in a sticky theater is weakening. To survive, modern cinemas are transitioning from simple screening rooms into premium 'experiences'.
From dine-in gourmet food to haptic-feedback chairs and massive IMAX domes, the industry is pivoting hard towards luxury. We investigate whether this pivot will be enough to save the communal viewing experience.