Planet Hollywood plots aggressive expansion

Planet Hollywood, the themed restaurant chain, is aggressively building its brand by launching a chain of sports restaurants, megaplex cinemas, and ice-cream products in Europe at the start of next year.

The company has formed a partnership deal with US-based cinema operation AMC Entertainment to put Planet Hollywood restaurants inside huge cinema complexes – any cinema complex with more than 16 screens is termed a megaplex.

It will also develop a premium line of ice cream, called Cool Planet Ice Cream. It will be developed in partnership with Dreyer Grand Ice Cream. In the US, it has already launched three sports-themed stores.

The company has appointed Guy Laurence as executive vice-president to oversee the expansion in Europe.

Laurence joins in January but until then will continue in his job as MGM vice-president of international distribution and marketing.

Laurence says: “We’re looking at a number of sites to bring these projects to Europe. The ones we bring over first will depend on which sites become available.” Laurence was unable to comment in detail about the sports restaurant concept, which will be tested in the US first.

Planet Hollywood plans to open eight more sites across Europe before Christmas, bringing the European total to 26.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here