Sunridge Cinemas installing luxury recliners
Cineplex Entertainment is replacing all of the seats at its Sunridge location with full recliners, part of the Toronto-based theatre chain’s efforts to lure moviegoers with new experiences and attractions.
Sunridge Spectrum Cinemas will be the first Calgary location to receive the high-back, extra-wide seats, which recline at the touch of a button. Cineplex is also in the process of installing the luxury seating at six other theatres in B.C. and Ontario and will consider additional locations as they come due for renovations.
The new chairs are part of the company’s efforts to lure audiences to the multiplex in the face of increasing competition from video-on-demand and streaming services like Netflix.
“The way Canadians are watching movies has changed dramatically in the past five or so years. People are watching movies on their phones, they’re watching them at home,” said Cineplex spokeswoman Sarah Van Lange. “We know the movie business is strong, but what we’re focusing on is making it an experience again.”
In addition to the luxury seating, Cineplex is experimenting with other novel movie-going experiences. Cineplex VIP Cinemas — located in 17 locations Canada-wide, including one in Edmonton — are adults-only theatres with in-seat dining. The menu includes everything from burgers to calamari to artisanal cheese platters, wine, beer and cocktails.
Last year, Cineplex opened Canada’s first 4DX theatre in Toronto. The company says the technology “physically immerses” the viewer into the film, using seats that move with the action on-screen as well as special effects such as water, rain, fog, snow and lightning.
“These are all movie experiences that our guests are requesting, and in terms of attendance, we’re seeing very strong results,” Van Lange said.
Sunridge Spectrum Cinemas will remain open throughout the renovations, which are starting now and should be complete by mid-2017. Van Lange said it has not yet been determined if ticket prices will increase as a result of the new luxury seating, but if they do, that increase will be “nominal.”