Cineworld looks to new dimension

The UK’s largest cinema operator yesterday warned Euro 2012 and the London Olympics would present challenges this year, but said a strong line up of sequels and new ‘4D’ seats should offer support to the business.

Cineworld, which has 79 cinemas and 811 screens, said it would trial D-box seats, which shake and move according to the action in the film, at its Glasgow venue.

The group, which has a 24.6 per cent market share in the UK and Ireland, has experimented with new formats including super-size Imax screens and an upmarket cinema concept called The Screening Rooms, recently tested in Cheltenham, Gloucestershire.

Looking ahead, Cineworld hopes blockbusters such as Batman instalment The Dark Knight Rises, The Amazing Spiderman and Lord of the Rings prequel The Hobbit, will pull in enough customers to offset the loss of trade to this summer’s major sporting events.

Cineworld reported a 10 per cent rise in pre-tax profits in the year to December 29 to £33.4m, but revenues only edged up 1.5 per cent to £348m in the period.