Cineworld feeling thrilled with 4D experiences
CINEWORLD is hoping seats which roll and pitch to the action will help revitalise profits following a World Cup bashing.
Its Milton Keynes venue will soon be the first in the UK to offer 4DX technology, which uses a mix of air, water, scents and motion. Another four are set to open in 2015.
Finance chief Philip Bowcock said yesterday: “Customers will experience wind, smells and vibration and it will really appeal to 14- to 30-year-olds.”
Customers will experience wind, smells and vibration
Admissions dropped 3.4 per cent for the first half of the year as the World Cup dampened demand. However retail sales, especially for coffee, were up.
Following the acquisition of the Cinema City chain in February, box office revenues in central and eastern Europe climbed 6 per cent.
Overall group revenues were up 33.2 per cent to £268.6million with pre-tax profot down 15.8 per cent to £13.9million.
Bowcock expected a better second half with films such as The Inbetweeners 2.
