How much is a prime movie seat worth to you? Cineplex Odeon is betting that cinema-goers are willing to pay a premium for the opportunity not to crane their necks with a new pilot project that will see increased prices for seats in the middle of the theatre. The theory will be tested at the Varsity this summer, according to a report in the Toronto Star.

"We've had great success with our UltraAVX cinemas ($3-$5 surcharge) as well as our VIP cinemas ($7-$12 surcharge) which both offer reserved seating; and so people really like that opportunity," spokeswoman Pat Marshall told the paper. "I sort of position it akin to an aircraft where you have your regular coach seating, then you might want a bit more amenities, so you go into business class, and then you have a first-class."

Get ready for some drama at the start of your next movie, when the would-be clever dude who's holding six seats in the middle row is bounced because he bought a regular ticket. You know what? I can actually get behind this if only to watch the human drama play out before the film.