There are a lot of changes happening in the movie theatre business these days. My understanding is that big blockbusters aren't selling like they used to - people are simply going to the movies less. Cineplex is trying to move to a higher revenue per customer model, thus their VIP model.
People are going to the movies less, but when they do go, they want it to be an "event".. So Cineplex is shifting its profit model from getting as many butts in seats as possible to getting as much $$ from each butt as possible.
I imagine this new model is to have only a few regular theatres, with most being VIP.