Opening on Thursday 9 May, the VIP bedroom area of the cinema complex looks almost like an ordinary bedroom, except it's filled with eleven freshly-made double beds. 

Designed to entice consumers away from Netflix and back to the cinema, this new concept offers a cosy home-like movie experience – and to ensure that customers don't fall asleep, cinema beds are equipped with electronically adjustable headrests. 

Venanzio Di Bacco, CEO of Pathé Switzerland, told Swiss local news site 20 minuten that customers can be assured that the beds are freshly made after every film screening: "The hygiene aspect is very important to us," he said.

Dia Biacco also rejected the idea that the hall will be used for immoral or inappropriate activity. "The offer is unique in Switzerland. But we tested the concept abroad and had no problems so far."

Besides a bedroom area, the cinema complex also has an Imax cinema with over 350 seats and a hall with single and double sofas. For customers wanting to try these VIP areas, the cost is 49 Swiss francs ($48.50) and means cinema-goers can jump the queue and enjoy free snacks and soft drinks.