My old boss Dean Speicher once said that everyone can afford to go first class…it’s just that not everyone can stay as long.
He was referring to the limo he had hired for the evening but he could have been talking about the new Gold Class Cinema in Fairview.
Whether you call it first-class or just over the top, no one is arguing that the Gold Class Cinema is very different than other movie theaters.
Located in The Village at Fairview on Stacy Road, Gold Class Cinema offers eight small theaters that seat either 40, 32 or 24 seats each. The seats, which are arranged in small groupings, are comfortable recliners that raise or lower with the touch of a button. A tray rests between the seats with a dimly lit call button that summons a waiter.
This is where Gold Class kicks into high gear. An on-site chef will prepare a wide array of meals or snacks for you and your date while you choose from 80 different wines and a full range of cocktails.
Gold Class spared no expense providing a comfortable lounge experience outside the theater. All seats are reserved in advance so movie goers are invited to relax in the lounge as they wait for their movie.
“We’re all about the escapism of watching movies,” says Mark Mulcahy, vice president of marketing. “We want to provide the ultimate movie-going experience for movie lovers.”
That experience, according to Mulcahy, includes removing the stress of going to the movies. “I’ve rushed a dinner and skipped dessert more than once trying to get a good seat in the theater. Reserved seating takes that anxiety out of the equation.”
There is a price for luxury. Movies run $25 per person on weekends after 12 pm and $25 all the time for non-members although members only pay $20 on weekdays and weekend mornings. Membership is free and painless so there is no reason to pay the higher rate.
At this point you are probably asking why anyone would pay so much for the same movie that costs $9 down the road. Think about two local golf courses. The same game of golf can be played on a crowded municipal course for $35 or a spacious premium course for $65. One cost less but at the end of the day the other experience is much more relaxing.
The concept came to the U.S. from Australia and Europe, added Mulcahy. There, a cinema might have 10 regular theaters and two VIP or “Gold Class” theaters. When the first Gold Class opened in Los Angeles, a decision was made to build stand alone premium theaters.”
Today, the chain operates six theaters in the U.S. including Los Angeles and suburban Seattle, Chicago, Austin and Dallas (Fairview).
If you are still scratching your head about how Gold Class can be successful, consider the numbers. Since opening on May 7, the Fairview location alone has attracted 20,000 members and is adding about 4,000 more per month.
Gold Class is feeding that buzz with special promotions that tie into the movies. Viewers attending the new movie “Eat, Pray, Love” for example, can experience a taste of all three countries and cuisines featured in the movie. The theaters are also available for private events and parties (think Super Bowl).
Still not convinced?
“It’s something you have to experience before you can appreciate it,” adds Mulcahy. “People need to escape at times and we certainly offer that opportunity.”
What Gold Class does - for a price – is enhance the entire movie going experience. The sound is better, the chairs are bigger and the service is classier. Did I mention that they offer blankets and pillows?
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