Head of marketing
UCI, Virgin, Odeon, the art house brigade. They’re all at it:
rebranding, refurbishing and reinvigorating the fleapit. From accurate
24-hour hotlines, online booking and cashpoint-style ticket collection
to lounge bars, comfy seats, cafe food, clean loos and customer
magazines, cinemas are being modernised. And not before time.
For the past ten years the industry has been on the up: admissions have
risen by 64%, screens by 74% and sites by 12%. These modernisations
partly reflect the increase in demand. They also recognise the needs of
the predominantly 16- to 34-year-old audience and the nature of the
cinema experience itself.
For my money, the people who have done it best are the biggest, and
oldest - the Odeon - and no better than at the flagship Leicester Square
Out goes the 70s tat; the neon, the marble, the swirly carpets and
twinkly lights. In with the metal, the tiles, the glass, leopard skin
seats and futuristic blue lights. It’s modern, stylish, young and
glamorous, just like the movies. There’s even a celebrity balcony
overlooking the square where you can sip your pre-performance
Going to the cinema is an event, and now it feels like it. Cinema has
moved on, and left ’Auntie Beryl’s Budgie’ far behind.
This article was first published on Marketing