2nd
Went to see Sex and the City last night with the wife and some friends. The movie was average, not terrible and to be somewhat honest slightly entertaining.
What got me excited about the movie is the theatre that we went to, it is called ArcLight and it is in Sherman Oaks, CA. All of their movies use assigned seating. This small feature completely changes the movie-going experience for me. I do not like to wait in lines for anything, because of that I have never enjoyed night clubs or going to movies when they are crowded.
Assigned seating completely changed that for me, I would now be happy to go to the opening of a movie because I know that I can show up 5 minutes before it starts and that I will have the great seats that I had reserved.
Once you have assigned seating the theatre should now charge more for the better seats and also more for opening weekend. If I was Hollywood I would force them to do this, it would create a lot more revenue. This is basically what Ticketmaster did in the ticket business which changed the stadium and event industry forever.