UK Cinema Chains Expand Premium Experiences to Boost Recovery
UK cinema chains are enhancing premium offerings such as Ultra Lux seats with built-in champagne and wine coolers, Luxe Suite Pods, and VIP Beds to drive box office recovery. Vue is rolling out 200 Ultra Lux seats daily across Europe, marketing them as a business- or first-class cinema experience at accessible prices, with seat costs ranging from about £10 to £26. Odeon operates 38 Luxe venues since 2017 and has introduced Luxe Suite Pods and VIP Beds in nine locations to attract date nights and families; their Luxe beds for three cost between £7.50 and £35, while Luxe Pods for two are priced at £28.
UK cinema attendance declined from 176 million in 2019 to 126 million in 2024, and these premium experiences aim to increase spend per visit amid a slower recovery. The UK box office is forecast to exceed £1 billion in 2025 for the first time since the pandemic, aided by titles like Avatar 3 and a post-strike rebound. Everyman's premium model, featuring sofas and in-seat food and beverage services, has driven wider industry premiumisation, achieving a 46% year-on-year growth in memberships and about a 20% revenue rise in the first half of the year.
Further signalling strong big-screen commitments, Amazon's $8.5 billion acquisition of MGM and Apple's film release 'F1' starring Brad Pitt highlight renewed interest. Ten major releases are planned for 2026 and 16 for 2027. Omdia estimates approximately 850 UK film releases in 2026, the highest since 2019. Vue plans to introduce next-generation laser projectors to rival IMAX technology. Upcoming major releases include Super Mario, new Spider-Man editions, Avengers, Dune, Moana, Toy Story 5, and a third Jumanji film.
