I'm not a movie goer, I watch "on-demand" via FIOS. My daughter told me recently movie houses are trying to draw people back by up-grading the theatres, like leather recliners.
Yeah, there are some that are making their theaters more upscale in that regard and other ways.
Personally, though, I'm not fond of it, because making the seats too comfortable increases the likelihood that I'll end up falling asleep, even during movies that I like.