SEPTEMBER 2008

CINEMAS AND STYLE BARS, IS THIS THE NEXT GENERATION OF HYBRIDS?

UPFRONT, OTW, SEPTEMBER 2008, COMMENTS

“Amongst the many elements that make up the complex ‘successful venue formula’, is entertainment. It can be a point of perplexity that very often the ‘high end’ establishments offer little more than the ambience and ‘to be seen’ factors as forms of entertainment, but these, along with expert mixologists and a unique experience, are enviable entities to have. At the other end of the scale, the all singing, all dancing clubs are capable of throwing so much entertainment in your direction it can send you in a spin, but it fills big venues and gets people spending. In between, and on varying scales, there are the DJs, the staple if you like, that can simply provide the function of putting on music, or with the right profile, pull a significant crowd.

Cinemas in venues may be an unusual proposition; after all, people visit clubs and bars to make noise, and lots of it, which is hardly an environment conducive to watching movies. But for some operators looking to expand their offer, and open up a new revenue stream, a cinema is a viable and profitable option. And unlike other forms of entertainment, which can potentially run the risk of reducing a venue’s appeal; a badly rehearsed act or a drunk DJ for example, cinema shows have an almost guaranteed level of quality, providing equipment is up to scratch.

There are operators doing this on varying scales. Recently, The Pretty Bricks in Walsall transformed its upstairs into Britain’s first ‘classic’ cinema-pub, where drinkers can watch a movie while enjoying popcorn and a pint. An old-style projector has been installed, along with comfy sofas and it will screen classics like Casablanca, Gone With The Wind and the original black and white Godzilla film.
Rex Cinema & Bar, Soho has done things on a grander scale. Very much a boutique cinema, a membership fee maintains exclusivity and patrons are treated to an intricately designed bar to accompany the 75-seater cinema. The bar, enriched by plush velvet, crystal chandeliers and juxtaposed by exposed brickwork creates a decadent but raw and contemporary feel. A focus on tailored cocktails underlines the multifaceted approach of the venue.

NIGHT featured The State Club (pictured), Gainsborough in the March issue, which comprehensively tackled the idea with a ten metre wide screen, club, bars, VIP area and café. Owner Peter Swann, reflects on the first six months in business: “The actual idea of a combined bar and Cinema is not new and in fact when you look at what most pubs and clubs do in putting on sport with food and drink available, it was only a matter of time before someone had a go at making it work on a bigger scale.
”We actually have tried to utilise the space in our club and give it more of a seven day a week approach, the building was initially a cinema in the ‘40s, ‘50s and ‘60s so the base of the building was there, so we just had to try and combine the traditions of a cinema with that of a bustling bar and nightclub at the weekends. This seems to have worked and although the trade now finds itself in very difficult times, this concept in a few years time should thrive. We have had a great response to the cinema and on some nights we can put trailers on the large ten metre screen in front of 500 revellers!”
And does he see it as the future? “Do I think that the multifaceted venue is one for the future? Yes, almost certainly, but it has to be done well and all aspects of the business are as important. As long as you don’t treat these as just add ons for revenue, you can make it work. The proof will be if we can still be here doing what we do best this time next year!”

Similarly, Showcase has launched their Cinema De Lux concept in Derby, which sees the global cinema company delve more significantly into the hospitality world with a restaurant, stylish bars and multiple screens, all under one roof – amounting to a ‘total entertainment experience”.
Is your venue ready for cinema style?

From: September 2008 Issue

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