Premiere Cinemas unveiled today the first of its kind VIP lounges in its restrooms featuring leather sofa sitting areas and fresh flowers brought in weekly.

The lounges are appearing first in Premiere's Alabama and Florida cinemas, and expanding next year to Texas locations. At first look, guests might think they're in a four star hotel or casino, but Premiere's Director of Communication, Kristi Davis, says the move is all about enhancing the overall movie-going experience to Premiere customers. "Everyone wants to be a little pampered sometimes, and this is a way we're provide extra luxury and comfort to our guests while visiting that they won't find at other theatres. We've always done the fresh flowers, but the sitting areas are a new feature for us."

Guests reacted enthusiastically to the new lounge areas; one movie-goer quipped she was "bringing a pillow and sleeping over" on her next visit to Premiere.

"We just want them to feel comfortable and at home when they attend our theatres," added Ms. Davis. "As comfortable as they are in their own homes."