Cineplex VIP Cinemas: A Finalist for 2015 Excellence in Retailing Award
Cineplex has been selected as a finalist for the Retail Council of Canada‘s 2015 Excellence in Retailing Award, competing in the In-store Experience and Design category. The award recognizes design layouts that demonstrate innovative, original and visually enticing in-store experiences, recognizing the best of the best in the retail industry.
Through the VIP Cinemas project, the goal of Cineplex is to offer a premium service to guests who are willing to pay more for an experience that goes beyond the average movie night. In these new theatres, guests can enjoy an upgraded and more personalized theatre experience.
As the Cineplex Entertainment’s AOR for the past 15 years, Shikatani Lacroix designed a Cineplex multiplex platform for the premium VIP offerings to capture the attention of an older, more affluent clientele. The task was to enhance Cineplex’s position as Canada’s leading entertainment brand. Shikatani Lacroix assisted the organization in visualizing and then capitalizing on innovative solutions to redefine the film entertainment category for Cineplex.
Based on designs for an “Intimate Red Carpet Escape,” the premium VIP theater experience engages guests from the moment they entre the parking lot. It upholds the first class ticket by delivering an upscale entertainment experience throughout the evening within a redefined space. The lobby is designed to entice customers into purchasing premium offerings and a distinctive box office provides a personalized and exclusive VIP experience. Guests are encouraged to arrive early, enjoy dinner, and stay late, and take advantage of the services and a full bar.
Shikatani Lacroix conducted a 360° review to explore everything that is known, tried, tested, researched and true with the determination of driving success for Cineplex Entertainment. Despite the fact that patrons are purchasing a more expensive movie ticket, the VIP concept has demonstrated it effectively crosses multiple demographics. The VIP auditoriums, according to Cineplex, generally sell out before those of its other theaters and Cineplex Entertainment’s sales growth has been significant, exceeding industry and company expectations.
The success of the VIP Cinemas and its interior design strategy lead Cineplex to be selected as a finalist for the 2015 Excellence in Retailing Awards. We look forward to the Retail Council of Canada Awards Gala on June 2, 2015 to celebrate the best in Canadian retail.