An L.A. Times story by Ryan Faughnder reported this morning that Cinepolis, a Mexico-based theatre chain, is hoping to attract an increased family trade “with a new in-theater playground concept, Cinepolis Junior, which [will make] its U.S. debut at two Southern California locations next week.

“The remodeled auditoriums at Cinepolis USA’s Pico Rivera and Vista theaters each feature a colorful play area near the screen in front of the seats, a jungle gym and cushy beanbag chairs.”

The idea, Faughnder writes, is that “the kid–oriented theaters, which charge up to $3 more than a regular ticket, will better compete with Netflix and other at-home options by enticing more parents and children to go to the theater. Designed for ages 3 to 12, the two children’s auditoriums will open on 3.16 with showings of Disney’s Beauty and the Beast remake.”