The Teen Screens initiative starts on 6 July and will see screenings for 13 to 18-year olds on Tuesdays and Thursdays at 33 of its 67 cinemas.
The first films to be shown as part of Teen Screen will be teen vampire films ‘Twilight’ and ‘New Moon’ on 6 and 9 July ahead of the release of ‘Eclipse’ the third instalment of the Twilight saga starring Kristen Stewart and Robert Pattinson on 10 July.
Vue has appointed teen marketing agency Dubit to set up a Facebook Fan Page and to recruit Teen Ambassadors to promote the initiative.
A marketing campaign including radio, cinema and online advertising will support the launch.
Vue is inviting teenagers to vote on what films are screened during Teen Screen via an online portal.
The entertainment chain intends to role the initiative out to all its UK cinemas before the end of the year.
The teens will be able to see movies for £1.95 and 3D movies for £3.95. The initiative follows a scheme introduced last year to offer 13 to 18 year olds 20% off adult cinema ticket prices last year. It has now been rolled out to all Vue cinemas.
TEEN SCREEN follows the success of Vue’s exclusive teen pricing – a special 20% discount off adult prices for 13 to 18 year olds which was introduced last year and is now available at all Vue cinemas.
Mark de Quervain, Vue sales and marketing director, says: “Teenagers have been identified as being an important segment for cinema going which has shown some weakness over the past few years and has therefore been some cause for concern. So, following extensive research with teens we hope that the introduction of ‘TEEN SCREEN’ will enable this group to go to the cinema more often. This is a unique offer in the market and one which we understand teens will love.