NOW BLOCKBUSTERS WILL PUT YOU IN THE PICTURE

REVAMPING its cinemas with the latest motion technology screens lifted Cineworld’s sales and profits.

The firm, in the middle of an extensive cinema refurbishment programme, saw profits rocket 57.5pc to £48.2m in the first half of the year, from £30.6m the year before. Sales jumped 17.8pc to £420.2m.

Cineworld said it was boosted by blockbuster hits like Beauty and the Beast ( starring Dan Stevens and Emma Watson, pictured), and The Fate of the Furious. Part of its makeo- ver involves refitting sites with 4DX screens so customers can feel as if they are in the film.

The screens simulate environmental effects and have been installed at 28 sites with the firm planning to put them in at more locations.

Mooky Greidinger, chief executive, said: ‘These cinemas are being embraced by our customers and give a clear message that we believe in the theatrical experience and expect our customers to come to the cinemas again and again.’