Picture this: at General Cinema's Premium theater in suburban Chicago, the $15 luxury cinematic experience starts with valet parking. After the concierge escorts you to a leather recliner, a waiter is on hand to mix up a martini and serve "previews" like shrimp cocktail and "feature presentations" (get it?) like prime rib. "It's like watching a movie with all the comforts of home but better service," says Mark Kanter, a regular at the luxury venue.
In a business famous for stale popcorn, rickety seats and sticky floors, first-class cinemas may sound like a bad joke. But with a surfeit of mammoth...
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