UK Cinemas Bet on Luxury Experiences to Revive Box Office Amid Industry Challenges
The UK cinema industry is increasingly investing in premium experiences such as VIP beds, Luxe suites, and luxury bars to attract audiences as the box office recovers post-pandemic and amid ongoing strikes.
Vue is rolling out 200 Ultra Lux seats daily across Europe, each equipped with built-in champagne or wine coolers, positioning cinemas akin to business or first-class travel experiences. Odeon has expanded its Luxe strategy since 2017 to 38 Luxe venues, featuring Luxe Suite Pods and VIP Beds in nine locations to enhance premium offerings.
Pricing varies by experience: Vue’s Ultra Lux seats range from £10 to £26, Odeon Luxe beds for three people from £7.50 to £35, and Luxe Pods for two cost £28. Everyman is also growing its premium model with sofas and in-seat service, reporting a 46% increase in membership year on year during the first half of the year and roughly 20% higher revenues.
The UK box office is forecast to exceed £1 billion in 2025, following a decline in admissions from 176 million in 2019 to 126 million in 2024. Industry dynamics such as competition from streaming platforms and strikes continue to impact cinema attendance. Notably, Apple released F1 and Amazon’s acquisition of MGM support plans to launch 10 major releases in 2026 and 16 in 2027.
To rival Imax, cinemas are adopting next-generation laser projectors and premium formats. Approximately 850 UK film releases across all budgets are expected in 2026, marking the highest number since 2019.
The immersive experiences market is valued at around £98 billion, reflecting cinema’s strategic shift toward experiential leisure to sustain growth and competitiveness in a changing entertainment landscape.
