May 15, 2014 4:53 pm

POLL: Would you pay more for the best seats at movie theatres?

Toronto-based Cineplex is best known as the operator of Canada's largest chain of movie theatres.

THE CANADIAN PRESS/Jonathan Hayward

Cineplex is rolling out a VIP experience that will guarantee moviegoers the best seats in the house—for a price.

The Canadian theatre chain is launching a pilot project in Toronto that will charge customers an extra $2 for reserved seats in the two middle rows.

“You can reserve online,” says Mike Langdon of Cineplex. “It also offers a luxury recliner.”

The pilot project will determine whether consumers are ready to pay a little extra for better seats in a regular theatre.

It’s the chain’s latest effort to create premium movie experiences and comes as  Cineplex is expanding its adults-only VIP theatres, which offer a licensed lounge, higher quality food and more comfortable seats.

Despite a surcharge of $7, Cineplex says the VIP theatres have been well received.

-with files from Sean O’Shea

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