In the age of affordable home cinema systems and simple methods of piracy, how do you get people out of their living rooms and into the cinema? You could argue that making films worth watching is the way to go, but cinemas have always been fond of a good gimmick. Whether it's IMAX, 3D, 4D, or cutting the price of tickets to basically nothing, all the big chains are trying new things to park bums in chairs - while hoping to flog a few buckets of popcorn in the process.
For Odeon the method has been improving the quality of cinema screens, in partnership with Dolby. Now, after opening up screens in London and Leeds, the cinema chain has announced that Manchester and Birmingham will also be getting the upgrade.
Specifically it's happening to the Odeons in the Trafford Centre and Birmingham's Broadway Plaza, which will be opening up their fancy new screens sometime this Autumn. Both cinemas will be able to enjoy Dolby Atmos and Dolby Vision technology in their screenings, while Manchester will also get to enjoy an extra 160 reclining Luxe seats. Those are the expensive ones that were criticised for costing up to £40 in London, though hopefully they won't be quite that much in the north. Birmingham already has 235 recliners, so adding more would be a bit silly.
It's not clear what else the upgrade will involve, since both London and Leeds have done things differently. The Leicester Square Odeon has a laser-powered 4K projector, while the Leeds branch has an 15 x 6-metre wall-to-wall screen instead. So we're just going to have to wait and see what happens.
Odeon Managing Director Carol Welch said:
"We're thrilled that our guests in two of our most popular cinemas will be able to enjoy the full magic of Luxe recliners and the Dolby Cinema experience
This is an awe-inspiring way to enjoy a movie, and our team are looking forward to welcoming every guest and giving them an unforgettable experience."
Last we heard Odeon had promised seven UK cinemas would be kitted out with Dolby screens, and hopefully we shouldn't have to wait long to hear about the final three. [Pocket Lint]