Some have the idea that beds in theaters will counter Netflix. Somehow I just can't see this going over in the United States but who knows. Another thing I thought of when reading the article, linked to, was that convenience and having a huge selection for a single monthly cost are two main reasons that people like Netflix. In the case of these new theaters you still have to venture out of the house, hopefully get dressed up, and travel to the theater to view a movie. Another thing I thought of was can you imagine the mess from popcorn and drinks that would happen.
Maybe I'm just too critical but I just don't see this as a positive thing and that's discounting the obvious concerns that one might have.