An amazing movie going experience that takes all of the terrible things about the movies and replaces them with awesome things for a marginal fee. This is the wave of the future (I hope).
Before: you have to get there hours early to snag a good see
Now: get the seats you want by reserving seat number online before you go. Great for large families!
Before: no options for snacks
Now: great gourmet food options
Before: why can't I drink a beer at the movies
Now: drink as many beers as you want! Wine too!
I only wish that I still lived in Scottsdale so I could make this my default movie house.