Prime Highlights:
- UK cinemas are introducing luxury seating, VIP beds, and premium pods to enhance the movie-going experience.
- Big releases like Super Mario, Spider-Man, and Toy Story 5 are fueling optimism for the industry’s post-pandemic recovery.
Key Facts:
- Cinema attendance is still below pre-pandemic levels, dropping from 176 million in 2019 to 126 million in 2024.
- Premium experiences, including luxury seats and special events, are helping cinemas attract audiences despite competition from streaming and home entertainment.
Background:
UK cinemas are offering luxury seats, VIP beds, and premium pods as they bounce back after the pandemic. The strategy comes as the third installment of James Cameron’s Avatar franchise draws holiday crowds, pushing the UK box office toward £1 billion in 2025 – the first time since before the pandemic.
Cinema chains are investing heavily in comfort and exclusivity to entice audiences. Vue, for example, is rolling out 200 Ultra Lux seats daily across Europe, featuring built-in wine or champagne coolers. “Our new cinemas are business and first class, and that’s it, but at prices for everyone,” said Tim Richards, CEO of Vue. Even the “worst” seats in these venues are leather recliners, designed for maximum comfort.
Odeon has also expanded its Luxe brand, offering Luxe Suite Pods – private cocoon-style seats – and VIP Beds, now available in nine locations. “Innovations like the Luxe Suites and VIP Beds are about creating a different experience; families love them and they are great for date nights,” said Suzie Welch, managing director of Odeon UK & Ireland. Ticket prices vary, with Vue’s Ultra Lux seats ranging from £10 to £26, while Odeon’s VIP beds can reach £35.
Pioneering the premium approach, Everyman Cinemas has long offered sofas with food and drink service, a model that has proved successful post-pandemic. Everyman’s membership programme grew by 46% in the first half of the year, with revenue increasing by 20%.
Cinema attendance is still below pre-pandemic levels, dropping from 176 million in 2019 to 126 million in 2024. People are willing to pay more for premium cinema experiences.
Cinemas are adding luxury seats and special events to compete with streaming at home.
Big movies next year, including Super Mario, Spider-Man, and Toy Story 5, give the industry reason to stay optimistic. “Next year and in 2027 we will see the same number of releases, or even more, than before the pandemic,” Richards said. The cinema sector appears poised to enter a new era of premium-led growth, blending comfort, technology, and unforgettable experiences.
