In our latest feature, CN sits down with Vue Cinema to explore the rise of immersive venues and experiences and how they’re redefining what it means to engage, entertain, and inspire in the events industry.
What if your next conference didn’t start with a stage but a screen? Picture your keynote lighting up a cinema-sized LED display, soundtracked by Dolby Atmos, with your delegates reclined in comfort, popcorn in hand, completely immersed.
At Vue, this isn’t a concept, it’s already happening. With 95 state-of-the-art cinemas across the UK and Ireland and over 850 screens, Vue is redefining what a conference venue can be. And it’s turning up the volume on audience engagement.
“It literally doesn’t get bigger than this,” a Vue representative shared. “Plus, it’s a completely different environment to any other venue and brings a certain magic to everything.” Organisers often enhance the cinema aspect by adding popcorn and water on seats with bespoke cartons that can be created.
Recliner seating with small tables adds to the comfort of every event and is steadily being rolled out to new venues each year. Currently, 30% have recliner seating with three new venues in Nottingham, Poole and Castleford being rolled out this year.
A Vue spokesperson recalled a few standout events: “Pet food creator Lily’s Kitchen had biscuits made in the shape of dogs and cats for the coffee break at their conference, and Elvis-themed cocktails and canapés were created for a showcase to launch the film. Likewise with Barbie, which had a record number of private screenings.”
One creative example came from tyre company GoodYear, who had racing cars both inside and outside the venue for a private screening of Le Mans ’66, to highlight their importance in F1 and tyre manufacture over the years. M Group Energy Services fully embraced the cinema setting and created film-themed posters and music for their bonding event, having merged two businesses within the group.
“With hybrid and streaming capability, conferences and training sessions with different keynote speakers can be beamed in from any other site around the world,” the Vue team added.
“All sites are well connected with easy transport links or parking facilities close by. The venues are flexible in terms of hire time and we have the ability to close off areas depending on the time of the day so brands can create their own unique experience,” said a Vue representative when asked about logistics.
To launch the partnership between Universal Studios and PopWorks, Vue West End hosted a glamorous pyjama party for a pre-release screening of the latest Bridget Jones movie Mad About the Boy.
The event, which celebrated showing up “Just as You Are”, welcomed 100 of the most relevant influencers to enjoy a bag of PopWorks while watching the iconic film. Prior to the evening, influencers were sent pink satin PopWorks branded PJs to wear for the occasion and arrived to a bespoke branded cocktail hour, setting the tone for an immersive promotion experience. Each guest received a pink branded tote bag filled with PopWorks x Bridget Jones branded snacks, a mug and a notebook.
The event took over the luxury Scene Screen with full recliner seating and a private bar area which had Bridget Jones decals and film-themed digital screens in the bar and outside the screen room, fully immersing guests into the film theme. A branded photo booth was also on offer, allowing guests to snap away to their hearts’ content.
“This partnership with Bridget Jones: Mad About The Boy was a match made in heaven, bringing together an iconic film franchise and the perfect snack for a cinema trip,” said a PopWorks representative.
“The team at Vue were exceptional partners, ensuring every detail was handled with care and ensured the night was a huge success. The event was met with enthusiastic feedback and had impressive engagement across social media platforms.”
All Vue’s 95 venues are suited to conferences, training sessions and AGMs, any event where presentations are the focus. Sites such as Vue Westfield White City, Manchester Printworks, Birmingham Star City and Edinburgh also have exhibition space. They can all host hybrid events.
The largest capacity cinema in London is Vue Westfield White City with 447 seats. Vue Westfield Stratford has pure digital Sony 4K screen technology and Dolby 7.1 Profound Sound, plus five Real D 3D enabled screens and two VueExtreme super-sized large format screens and SuperVue stepped seating in all 17 screen rooms.
The largest capacity venue overall is Birmingham Star City with 537 seats. The smallest capacity is for just 23 and perfect for private screenings, training and meetings. Most cinemas have seating for around 200–250 people. Recliner venues (of which there are 24) have a maximum capacity of 150.
Vue offers a range of catering options and outside firms including The Caterer, PenniBlack and White Label who can all deliver a range of options from high-end breakfast and lunch boxes, themed food for private screenings and conferences, or simple items such as branded biscuits. Popcorn and water are always a fun addition which most clients request. Plus, Vue supports the local economy and recommends delivery companies for sandwiches and simpler requirements.
As the lines between entertainment and business continue to blur, venues like Vue Cinema are proving that immersive experiences aren’t just a ‘nice to have’, they’re a game-changer.
