THERE’s a new concept cinema.

AND in this cinema, there are no traditional cinema seats, but double beds instead.

The 'VIP bedroom' screen opened on Thursday in Switzerland inside Cinema Pathé in the northwesterly municipality of Spreitenbach near the Swiss-German border.

Daily Mail reports that while they hope to entice fans of home-streaming services like Netflix and Amazon Prime, cinema operators waved away concerns about hygiene and inappropriate activity taking place during the screenings.

Venanzio Di Bacco, CEO of Pathé Switzerland, told local news website 20 minuten that the sheets will be changed between every single film, and that the design is tried and tested.

'The hygiene aspect is very important to us,' he said.

'The offer is unique in Switzerland. But we tested the concept abroad and had no problems so far.' 

The VIP bedroom screen features eleven double beds, each with electronically adjustable headrests.

A ticket costs 49 francs (£37) (R680.87) and includes free food and drink for the film, as opposed to 19.50 francs £15) for the regular tickets.

Cinema Pathé's VIP area also includes a 350-capacity Imax cinema, and a theatre with single and double sofas.