When big-box multiplex theaters first appeared, they had a certain appeal, mostly in the variety of films they could carry. With so many screens, you could choose from a dozen movies on any given night. But the theaters themselves had none of the glamour or decadence of those in past decades. Instead, you were simply one of hundreds or thousands of people shuffled in and out of bleak gray boxes every two hours. The experience, then, didn't seem to deliver full value for the steep price of your ticket.
Some newer theaters offer a fancier, more upscale feel that honors the Hollywood mystique. Fine and artful décor graces the ceilings and walls.
In addition, instead of scrambling for a seat, you can call ahead or order tickets online for the best seats in the house. Rather than a lumpy stadium seat, you'll sit back in a leather recliner, tuck a pillow under your head, and if the A/C is too aggressive, wrap yourself in a blanket. It's the comfort of your home theater in an upscale environment.