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The Guardian - UK
The Guardian - UK
Business
Mark Sweney

VIP viewing: cinemas bet on luxury bars and beds to usher in a new film era

Odeon Tim Richards Luxury VUE Everyman LUXE Netflix United Kingdom
Odeon's new VIP bed-style cinema seats
Odeon's new VIP bed-style cinema seats. Try not to fall asleep. Photograph: Odeon

From champagne coolers to front row VIP beds, cinema owners are investing heavily in premium experiences as the industry gets its box office mojo back.

As the third instalment in James Cameron’s blockbuster Avatar series pulls in the Christmas holiday crowds, the UK box office is expected to surpass £1bn in 2025 for the first time since before the global Covid pandemic.

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