IMAX theaters, Dolby sound, luxury seats and cool popcorn tins are a few of the ways theater owners are working to keep audiences coming back for more.

Cupertino technology giant Apple is suing an East Coast movie-theater chain called Apple Cinemas for trademark infringement, claiming it is confusing consumers and expanding too close to the iPhone maker’s gigantic circular “spaceship” headquarters.

Apple Cinemas has reportedly signed a lease to take over a historic cinema and a retail space in San Francisco that had previously been operated by AMC Theaters and CGV Cinemas. The purchase is part of Apple Cinema's overall goal of expanding to 100 locations across the country over the next 10 years.