UCI cinemas is launching a standalone cinema brand called The Film Works, with interiors by architecture and design group RTKL and branding by ad agency BDHTBWA in Manchester.
Developed over three years to “deliver an experience beyond film”, according to UCI’s UK vice- president and general manager Dave Harris, The Film Works will introduce larger screen “black box” auditoria to improve viewing, a new full stadium-tiered seating design, and VIP balconies with “love seats” and a private bar.
“The Gallery and its balcony seating brings back the grandeur of the cinema palaces. Gallery seats have their own entrance direct from a private Gallery bar. The purpose-built and custom- designed seats (with wine cooler) are wider, have over a metre of leg room [and they] are fitted with a table and a retracting middle armrest that turns the two seats into a single sofa,” says RTKL vice- president David Gester.
Sites will have conference and educational facilities and in some cases, such as Manchester, Imax screens. New signage, and reception areas with airport-style TV information screens will also be introduced as part of the new RTKL design format.
All the branding, from name generation to logos, typefaces and a forthcoming website, has been produced by BDHTBWA, which is co-ordinating its above-the-line launch, starting in Manchester.
While some of the RTKL designs have already been trialed in UCI sites, The Film Works is a new blueprint to be applied to select UCI venues, starting with The Print Works site in Manchester on 10 November. This will be followed by the new UCI Greenwich development in London, which opens in January 2001.