Following its managementbuyout earlier this week,
The new cinemas will be ineither
Richards believes that Vue is now ideally placed to ride the crest of the newdigital wave in film exhibition. The exhibitor is already increasing thevariety of programming it offers as well as providing "3D and alternativecontent." This month, for example, Vue has beenscreening
Meanwhile, Vue is testing new concepts, among them "trailer parks"(comfortable seating areas where customers can have a drink and watch trailersbefore a movie) and a "speed bar," where customers will be able to self-servethemselves drinks.
The exhibitor is alsotailoring its wares, whether movies or concession sales, for spectators fromdifferent age groups and ethnic backgrounds. In locations where there is "apredominantly young segment of the population," the local Vuewill have a "younger look and feel than other cinemas where there is an olderdemographic."
"What we have learned isthat you cannot block book a circuit. You cannot treat a circuit as a singleentity. You have to look at every cinema on its own," Richards said.
He added that the $640m(£350m) buyout in partnership with Bank of Scotland Corporate will allow Vue greater flexibility in its long-term planning.
"We are at a stage in ourlife where we can stand on our own and be a lot more agile going forward,"Richards commented.