It’s the cinema where every Hollywood fan could end up in dreamland - by falling fast asleep because the chairs are so comfy.
BirminghamLive was given a behind the scenes sneak preview of the new Odeon Luxe near to Five Ways which is deliberately being fully loaded with all mod cons.
Every single one of the 1,246 seats across all 12 screens will be electrically powered to enable film fans to recline their chairs to an almost horizontal degree.
The facility will be especially useful for customers on the front two rows of each screen to enable them to get a much better view than in the old days.
With triple legroom in between each row, there will be no danger of the person behind kicking the back of your chair either.
Each seat at the former Odeon Birmingham Broadway Plaza multiplex will have a retractable table/drinks holder for quick refuelling.
And, with everything from ice cream and traditional popcorn to chunky chips and popcorn with sweets on the menu - as well as a licensed Oscars bar selling wines, beers and Prosecco - any over-indulgence could send some punters into the land of nod.
Behind the scenes
We had a backstage tour to see how the builders are bringing the whole project together.
Features include all-new loos and mini digital screens in corridors.
From the front doors, three ‘triangle’ spaces will lead customers on a ‘pathway’ from the self-service ticket machines to seating areas and concessions counters.
The revamped giant foyer space above will have a pin-sharp screen showing trailers.
Odeon’s regional manager Martin Purchase says: “We just wanted to make coming to the cinema more of a luxury experience and to give everyone more room.
"The seats are also in pairs if you want to cuddle up."
And he admits: “We do sometimes find customers asleep at the end of films in our other Odeon Luxe sites.
“But, in those instances, we just hope they will come back to watch the film a second time!"
To insure against disappointment, you could join Odeon's annual subscription scheme called Limitless, where you can watch as many movies as you want for £17.99 per month.
And all cinemagoers can claim up to three hours free parking.
Where have all the seats gone, Martin?
The biggest surprise about the new Odeon Luxe is that once five months of rebuilding work is complete in mid-June the seating capacity of the multiplex will be just 46 per cent of what it was at the start of this year.
Screen nine will be the smallest with 46 recliners, while the iSense screen, created from the former Screen 1 downstairs, will have 204.
It is still a work in progress but is expected to be finished in mid-June.
Most screens will have room for three wheelchairs.
Mr Purchase said: “Our customers told us they wanted better seats so that we could improve the whole process of going to the cinema.
“A lot of screens will sell out at peak time and each screen will now also be a lot busier during off-peak, too.
“All of our 66 staff have had ‘power to wow’ training – we believe that when customers come through the door they are already happy about coming to see a film, so that is our opportunity to ‘wow’ and we don’t want to disappoint them.
“Our new screens have smaller holes to make the pictures even sharper and the sound systems are all 7.1, except our flagship (IMAX similar) iSense screen which will have Dolby Atmos and even more luxurious, black seats.
“We are taking on another 15 employees and everyone must work at least eight hours a week now instead of four.”
+ The Odeon Luxe reclining chairs have to be manually reset – whereas the ones in Gold Class at Vue Star City used to reset themselves automatically. Those larger chairs, inherited from former operator Warner Village Cinemas, are thought to have led to the death of a customer in March after he dropped his phone on to the floor.
The Odeon name dates back to 1930 in Birmingham, when company founder Oscar Deutsch opened his first branded cinema in Perry Barr.
His chain was 320 strong by the time he died from cancer in 1941 and it remains the biggest in Europe having previously taken over sites run by UCI cinemas.
The Broadway Plaza cinema was originally opened by US giant AMC.
But Odeon took it over the AMC site in 2012, only for the now Chinese-backed AMC Theatres to seal a £921 million deal to buy the whole of Odeon in 2016.
The Broadway Plaza site was first developed on the back of the turn of the century gold rush era when other cinemas being built in the city included multiplexes at Star City, Broad Street and Great Park.
Today, Odeon is Europe’s largest cinema operator, welcoming 115 million guests at more than 360 cinemas across 14 European countries.
And AMC Theatres is now the largest movie exhibition company in the world with more than 1,000 theatres and 11,000 screens.