Toronto Star article, Building a better movie theatre, suggests that reserved seating is a good thing. I disagree. What if you reserve your seat and find that you are right in front of some chatty teenagers? You can't move because other seats are reserved by other people. I like the freedom of choosing my own seat when I enter the theatre, first-come, first-served. I try to keep away from groups and try to get a seat on the aisle. On occassion I've moved if noisy people choose to sit near me. I certainly have no interest in paying a premium for reserved seats at Cineplex UltraAVX screenings.