KEY POINTS:
Selling Hollywood on a new way to watch a movie?
It's the equivalent of selling coal to Newcastle ... or kangaroos to Australia.
Australian entertainment conglomerate Village Roadshow is rolling out the red carpet in Los Angeles ahead of the US launch of its Gold Class luxury cinemas,
a new five-star, exclusive way to watch a film in the movie capital of the world.
Australians and New Zealanders have enjoyed the company's Gold Class theatres for a decade, where for a pricey ticket the audience can relax on plush, reclining chairs in the theatre and enjoy champagne, wine or beer and restaurant quality food while watching a film.
It's a surprise Los Angeles, the city renowned for its velvet ropes and exclusive clubs, did not think of it first.
The Los Angeles Times newspaper was so impressed by Village Roadshow's plan it ran the story on its front page with the headline: "The film? So-so, but oh, those duck tacos".
Village Roadshow's US$200 million ($300 million) joint venture assault on the high-end US cinema market involves a planned roll out of 50 Gold Class theatres in the US in the next five years.
In LA, the company expects to open three theatres by December 2009. The US concept will offer normal-sized theatres with just 30 to 40 plush, reclining seats with tables.
Hungry or thirsty patrons can press a button and a waiter, described as "stealth-like", will deliver a menu offering high-end food including lobster spring rolls, Wagyu beef burgers, duck tacos and creme brulee.
A 100-plus bottle wine selection will also be offered. A ticket, without food, will cost US$35, about US$20 more than a ticket to a regular Los Angeles cinema.
To order a mushroom-and-brie pizza with a bottle of New Belgium Fat Tire beer will cost US$28 extra.
"We can all get from A to B but people like to drive a BMW," Village Roadshow chairman Robert Kirby told the LA Times.
"You can stay at a motel or enjoy the luxury of a Four Seasons Hotel."
Village Roadshow's US$200 million US assault is part of a joint venture with three other groups: television producer Norman Lear's Act III Communications, media investment firm Lambert Entertainment and the Retirement Systems of Alabama.
At least one American theatre chain owner is not too sure about the Aussie concept.
"The idea of an all-premium concept strikes me as a recipe for disaster," said Michael Whalen, president of Florida-based Muvico Theatres.
"Movies are meant to be enjoyed by large crowds that laugh at the jokes together, and this business depends on regular customers.
"But I could be wrong.
"It's a free world and everybody gets to try their concept."
- AAP
