Cineworld prepares for arrival of 4D as its profits soar thanks to box office smashes and pricier ticketsComments Off on Cineworld prepares for arrival of 4D as its profits soar thanks to box office smashes and pricier tickets
The advent of 3D and IMAX cinema may have changed the way film fans watch the latest blockbuster but it seems a 4D experience is just around the corner, according to the boss of Cineworld.
Chief executive Mooky Greidinger explained: “We’ve introduced 4Dx with the seats moving, there’s the smell and water pouring over you. It’s very popular among movie makers and they would love to see their movies in 4D. It’s certainly not a gimmick.”
His comments come at the UK’s biggest cinema group revealed a 22.5% jump in sales to £268.6 million for the six months to July 2 and a surge in pretax profits to £46.8 million from £13.9 million.
The boost was thanks to box office-smashing films released during the period, including Fifty Shades of Grey and Jurassic World.
So far in the second half of the year Greidinger said Inside Out was performing well.
He is looking forward to new James Bond film Spectre and Star Wars: Episode VII, which will be in cinemas in November and December, respectively.
He added: “Bond can do miracles and do miracles in cinema as well. It’s an event like no other.”
The results reveal ticket prices rose 7.9% to £6.02, but Greidinger said this was due to people trading up to watch more expensive 3D and IMAX screenings.
In an attack on his rivals, he added: “Our strategy is really keeping our prices on the same level around inflation – unlike our competitors which are having a policy for charging more for bigger movies. We don’t believe in that.”