Leisure Media Issue 3 2009 - Leisure Opportunities

PROFILEVue to open new 3D sitesUK CINEMA NEWSThe Vue cinema group, whichalready boasts 641 screens across66 sites in the UK, has announcedplans to open around 10 more sitesover the next two to three years,including two state-of-the-art, alldigitalcinemas with extensive 3Dcapability.The first site will be located inthe Westfield shopping centre inShepherd’s Bush, west London. Thecinema will have 3,000 seats across14 digital screens, at least seven ofwhich will have 3D capability.In addition, three of the screenswill offer leather seats, and beserved by a separate box office andVIP foyer and bar, with valet parkingalso on offer. While Vue has beenoffering ‘premier screens’ for someyears, the Westfield site “takes theconcept to a whole new level,” saysVue CEO Tim Richards, who confirmsthat the company is having a“dramatically good year” despite theeconomic downturn.The site is scheduled to open inDecember. A second, similar developmentis also planned for Stratford,to open in 2011.Vue CEO Tim RichardsAccording to Richards, digital3D film is one of the most excitingrecent developments in thesector. “It’s a perfect immersiveexperience,” he says. “Every majorproducer and director in Hollywoodhas a 3D project right now, fromSteven Spielberg and Peter Jacksonwho have teamed up to do threeTintin movies to James Cameron,who’ll be releasing what could bethe biggest movie of all time – Avatar– in December.”3D has numerous other applications,says Richards. In April, in aEuropean first, Vue successfullytested the first live 3D satellite transmissionof a live music event, whenit beamed an hour-long concert bypop band Keane to its Vue WestEnd cinema. “It was an importantmilestone, as it successfully demonstratedthat the technology’s thereto do concerts, sporting events, comedyand opera, all in 3D.”Another area with huge potentialis gaming, Richards adds. “We’vebeen trialling that for around twoyears, and we’re trying to get thesoftware companies to start creatingspecific games for the big screen– and again that could be in 3D. Theproblem right now is that the technologylimits it to a small number ofcharacters, but games companiessay it’s possible to have up to 100recognisable characters on screen atonce, and that’s the goal – 100 peoplechasing and shooting each otherand blowing each other up!”already knew a lot about HMV because our distribution companysells a vast number of DVDs through their stores; we knew theywere developing their stores with their ‘Next Generation’ rollout,and we knew they’d likely want to diversify given the potentialproblems with the CD and DVD market [due to competition fromdownloads] over the next few years. So we approached themwith the idea, and they rapidly understood and embraced it.”The pilot site is set to open later this year on the under-utilisedsecond floor of HMV’s Wimbledon store. Wimbledon, saysKnatchbull, ticked all the right boxes in terms of both the spaceand the demographic profile, which reflects that of existingCurzon customers. The site will initially offer a similar programmeto that of other Curzon cinemas with a view to diversifying lateron. “It may take time to get the major distributors, such as theHollywood studios, on side,” explains Knatchbull, “but I thinkonce we prove the concept we can move more into the mainstream,which will facilitate the rollout across the country.”In line with other Curzon Cinemas, HMV Curzon will alsoinclude a small café and a foyer area that will be integrated intothe store; tickets will be bought online or from HMV tills. “We’retrying to create a space where people can sit down and joinin and talk about whatever’s going on, rather than just being awidget that goes in, pays £10, gets popcorn and disappears.We want to engage more with our audience.”One obvious difference between traditional Curzon Cinemasand the new sites will be the opening hours, says Knatchbull.“Cinemas typically don’t open until one or two pm, and most oftheir business is after six o’clock, whereas the stores open atnine or 10 in the morning. So that, along with the digital technology,gives us the opportunity to try different things, such aseducation or live music or gaming competitions. And we canalso do simultaneous live broadcasts across multiple screens.“For instance, if Will Smith was releasing a new film or album,we could do a simultaneous live link with him to help push hisCDs or DVDs. So it’s a good marketing tool as well.”To accommodate the much wider variation in opening hoursand programming, the company also plans to experiment withactive pricing, although Knatchbull says it’s too early to saywhat the different tiers might be.HOME AND AWAYAs the only company in the UK both to distribute films andoperate cinemas, Curzon AE has a distinct competitive advantage,says Knatchbull. “Having a fully integrated company,with everything from cinemas at one end to downloads at theother, puts us in a unique position, because it allows us to takechances in an ever-changing marketplace.”An example of this experimentation is a partnership with televisionbroadcaster BSkyB, whereby Artificial Eye films arereleased simultaneously on the pay-per-view Sky Box Office,and at Curzon Cinemas, with the same price (£10) charged fora cinema ticket or to view the film at home. Rather than seeinghome cinema – be it pay-per-view, DVD or downloads – asa threat to cinema-going, Knatchbull sees the potential, with32 Read Leisure Management online leisuremanagement.co.uk/digitalISSUE 3 2009 © cybertrek 2009