Dubai Is Putting First-Class Cabins in Movie Theaters Because They Can

The next time you’re the Persian Gulf, you better leave time to take in a film.

Thanks to a partnership with Novo Cinema, Qatar Airways will be bringing its legendary first class cabin service to movie theaters across Qatar, Bahrain and the United Arab Emirates.

Qatar — which already offers passengers more than 3,000 in-flight entertainment options (you listening, Virgin?) — will provide moviegoers at select Novo Cinema locations with a “seven-star” experience featuring valet parking, gourmet food, reclining leather seats and access to a luxury lounge.

Novo Cinema customers will be able to place food orders or summon a butler during screenings using an iPad at their recliner and, once the movie is over, depart through a private entrance.

And just like that, IMAX lost its magic.