The first Screening Rooms opened in Cheltenham in June as a conversion of an existing Cineworld site. If successful the brand will be rolled out to further suitable locations.
The Screening Rooms target the over 45 cinema-goer and under 18s are only allowed in with a parent. Positioned as a deluxe experience, it offers a “boutique style bar and at seat service and tickets range from £8 to £19, depending on time of day.
Cineworld is now ready to market the concept after its soft launch. Activity will embrace digital, radio, press and outdoor.
The marketing has been created by BD Network, which also developed the brand look.
Cineworld has also just launched an iPhone app to provide cinema-goers with the ability to buy tickets alongside film times and other information.
The Odeon and Vue cinema chains offer a premium seating option within their existing cinemas.