Vue Cinema Unveils Amsterdam Flagship, Pioneering a New Era of Moviegoing Experience
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Vue International has launched a state-of-the-art flagship cinema in Amsterdam, signaling a bold move to recapture pre-pandemic audience levels and redefine the cinematic experience. The new multiplex, unveiled at a recent opening event, showcases a comprehensive overhaul of the moviegoing process, from entry to seating, and represents a significant investment in innovation and premium offerings.
Rebuilding Momentum After a Challenging Period
Describing the past few years as a period of existential threat followed by rapid recovery, a senior company official stated, “We started going 200 miles an hour trying to make up for four lost years, so we have been doing a lot of innovations, a lot of new ways of doing business. And what you’re in tonight is everything. All has come together.” This sentiment underscores Vue’s commitment to not simply returning to normalcy, but to actively shaping the future of cinema.
Streamlined Access and Elevated Concessions
The innovation begins immediately upon arrival, with customers utilizing QR codes for seamless entry. This digital approach extends to concessions, where optimally arranged treats and snacks are readily available, eliminating traditional kiosk queues. Notably, the Amsterdam location features a self-serve beer-pulling tap – a concept that may eventually expand to other Vue cinemas across Europe. Beyond the standard fare, Vue also plans to offer healthier snack options, catering to a wider range of preferences. A dedicated merchandising area will also showcase film-related products, enhancing the overall experience.
The Future is Facial: Ambitious Tech Integration
Vue’s technological ambitions extend beyond streamlined access and concessions. The company is actively developing facial recognition technology to potentially eliminate the need for customers to use their phones altogether. While acknowledging implementation challenges, a company representative confirmed they are “getting very, very close” to realizing this vision.
EPIC at the Heart of the Experience
The centerpiece of the new Amsterdam cinema is the EPIC auditorium. Boasting a massive 16.5-meter wide and nearly nine-meter tall Hugo Harkness 2.2-gain screen, the auditorium utilizes HDR by Barco projection technology and a dual-laser system to deliver a flawless visual experience. Complementing the visuals is a Dolby Atmos system, providing precise, object-based surround audio.
An exclusive preview of the upcoming action-comedy Anaconda demonstrated the system’s capabilities, with vibrant colors, strong highlights, and immersive sound. The Vue Amsterdam’s EPIC screen utilizes dual lasers Barco LS4K projectors.
Luxury and Comfort Redefined
The EPIC auditorium also prioritizes comfort, featuring stadium-style seating with both standard and “ultra-lux” recliners. The ultra-lux seats include integrated wine coolers, adding a touch of decadence to the experience. According to a company spokesperson, Vue meticulously sourced the seating from Italy, prioritizing quality over cost. “We ended up in Italy because they make the best seats. Not the cheapest, but the best,” they stated.
The new location also features the “Ultra Lux” auditorium concept – a boutique-style 12-seater screen equipped with laser projection, high-quality 7.1 sound, and ultra-lux recliners, available for private hire. All standard screens are equipped with Barco Series 4 laser projection.
Supporting Independent Filmmaking Amidst Industry Challenges
Acknowledging the impact of the ongoing writers’ strike on film production, Vue is actively supporting independent filmmaking through its Vue Lumiere venture. This initiative aims to promote and distribute arthouse and local films, addressing a gap in the market. “We’re big supporters of arthouse and local films, and we saw an opportunity to actually distribute these movies because people weren’t really getting those movies out,” a company official explained. Vue Lumiere received ten nominations at the recent British Independent Film Awards, demonstrating early success.
