In our latest feature, CN sits with Vue Cinema to explore the rise of immersive venues and experiences and how to redefine the meaning of engaging, entertaining and inspirationalizing the events industry.
What happens if the next meeting starts on a screen rather than on a stage? The keynote illuminates a cinema-sized LED display soundtracked by Dolby Atmos, which is comfortable to salvage, popcorn in hand and completely immersed.
In Vue, this is not a concept, it’s already happening. With 95 state-of-the-art cinemas and over 850 screens in the UK and Ireland, Vue is redefineing what the venue for the meeting is. And it’s increasing the volume of audience engagement.
“It’s literally not bigger than this,” a Vue representative shared. “And it’s a completely different environment from any other venue, bringing a certain magic to everything.” Organizers often enhance the cinema side by adding popcorn and water to seats with bespoke cartons that can be created.
Recliner seats with small tables enhance the comfort of all events and steadily expand into new venues each year. Currently, 30% are in recliner seats, with three new venues being rolled out this year: Nottingham, the Pool and Castleford.
A Vue spokesman recalled some outstanding events. “Lily’s kitchen, the creator of pet food, had biscuits made in the shape of dogs and cats for a coffee break at the meeting. Elvis themed cocktails and canapes were created to release the film.
One creative example came from the tire company Goodyear, which had racing cars inside and outside the venue for a private screening for Le Mans ’66. M Group Energy Services fully embraced the film’s setting and created film-themed posters and music for the event of bonding that fused the two businesses within the group.
“The hybrid and streaming capabilities allow us to illuminate meetings and training sessions with various keynote speakers from other sites around the world,” the Vue team added.
“All sites are well connected to a nearby easy transport link or parking facility. The venue is flexible in terms of employment time and the area can be closed depending on the time of day so that brands can create their own experience.”
To launch a partnership between Universal Studios and Popworks, Vue West End has hosted a fascinating Pajama party for a pre-release screening for the latest Bridget Jones film Mad Abos the Boy.
Celebrating the arrival of “As As Ais You,” the event welcomed the 100 most relevant influencers to enjoy a bag of Popworks while watching iconic films. Before the evening, influencers delivered PJS, a pink satin popworks brand, to wear it on the occasion, and arrived at a bespoke brand cocktail hour, setting the tone for an immersive promotional experience. Each guest received a pink branded tote bag filled with Popworks x Bridget Jones branded snacks, mugs and notebooks.
The event took over a luxury scene screen with full recliner seats and a private bar area with Bridget Jones decals and film-themed digital screens outside the bar and screenroom, completely immersing guests in the film theme. A branded photo booth was also offered, allowing guests to snap away to mental content.
“Partnership with Bridget Jones: Mad Owl the Boy is a match made in heaven, bringing together iconic film franchises and perfect snacks for movie trips,” said a representative from Popworks.
“The Vue team is an exceptional partner and we confirmed that every detail was carefully processed and the night was a huge success. The event was filled with enthusiastic feedback and there was impressive engagement across the social media platform.”
All 95 Vue venues are suitable for events where meetings, training sessions, AGMs and presentations are focused. Sites such as Vue Westfield White City, Manchester Printworks, Birmingham Star City and Edinburgh also have exhibition spaces. They can all host hybrid events.
The largest capacity cinema in London is Vue Westfield White City, which seats 447. In addition to pure digital Sony 4K screen technology and the profound sound of Dolby 7.1, Vue Westfield Stratford also features five Real D 3D-enabled screens and two large screens and supervisor seats in size, available in all 17 screen rooms.
The largest overall venue for the venue is Birmingham Star City, with 537 seats. With a minimum capacity of just 23, it is perfect for private screenings, training and meetings. Most cinemas have seating for around 200-250 people. The maximum capacity of the recliner venue (there are 24) is 150.
Vue offers a variety of catering options, as well as a variety of catering options, including caterer, penis black and white labels. All of these can offer a variety of options, such as high-end breakfast or lunch boxes, theme food for private screening and meetings, or simple items like branded biscuits. Popcorn and water are the fun additions that most clients request. Additionally, Vue supports the local economy and recommends delivery companies for sandwiches and simpler requirements.
As the line between entertainment and business continues to blur, venues like Vue Cinema prove that an immersive experience is more than just “good.” They’re a game changer.
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