Cinema Science

Now that Mark Cuban has more time on his hands he has decided to he wants to change the movie going experience. Cuban and 2929 partner Todd Wagner are going to pour millions into newfangled multiplexes for sophisticated datenight crowds, even inventing a concession concept dubbed the "Wall of Popcorn" and putting beanbag chairs in living room-like theaters.

They will start with these experimental cinemas in their Landmark chain, including one at the Westside Pavilion in Los Angeles. Sites in Baltimore and Denver are launching soon.

Wagner and Cuban want to create a world of moviegoing for adults.

"In our new Denver theater, we completely removed the concession stands," says Cuban. "The original design had the traditional concession stand taking up prime real estate and dominating the look and feel of the theater. We decided that we would rather use that space for amenities, retail sales (movies, books, indie cinema related items), and 'interstitial' type entertainment that complements our 'datenight for grownups' concept in a lounge-like environment. Basically it became a place where you could go on a date, have a drink, food and be entertained before and after seeing a movie."

More information about the project can be found at Variety