The first time I saw a cinema theater with beds, pillows, comforters and side tables was in a smaller city in India, many years back. Here, waiters could bring you food and soft drinks on your side table. The beds could be adjusted to suit your comfort while watching the film. The ticket for this homelike-comfort was 5 times the regular price.
Also, very recently saw an ad by a cinema theater in US. It has dinner tables and they can serve you food and drinks while you watch the movie.
Perhaps, altering the level of comfort in any service can be utilized to charge higher pricing.
