Distribution : Cineplex wants to start charging moviegoers more money for the best theatre seats by Andrew Heard

This seemed like only a matter of time. Some of the newer boutique chains like IPic had this model in place at launch, but they also offer food and drink service and extras such as free popcorn and blankets for those who purchase premium seats. I think the mass chains such as Cineplex may have a tougher time with this model unless they bring some other perks to the consumer.

True but I think it's ultimately going to fail as a strategy because people aren't going to the theatre as much as they have in the past. More options like online distribution make people less interested in those seats.

Sort of an "1a" to this subject. I think you're right that as current distribution models evolve and if - and it's a big if - the studios come to an agreement on whether they have any intention of allowing a closing of the gap between big budget theatrical releases with home streaming and On Demand options, yes, more people will choose to view films at home. But, and it's a big but, there is no denying that people still love going to the theater. Usually, premium pricing and added incentives - food and drink service, for example - make a night at the movies more of an event and add intimacy to what is usually a very non-intimate experience (especially in a packed theater). Having said that, I think that it's going to be a tough ride for a chain such as Cineplex to demand a few bucks more for a middle row, center seat position and nothing else. That alone, I believe, will convince more people to stay home or seek out a premium theater experience.

Big question. Will the public pay the extra dollar in this economy.

Very big question, I don't think so.