Toronto-based Cineplex opened its fifth VIP Cinema in British Columbia at The Amazing Brentwood shopping centre in Burnaby on July 7, 2021. The facility boasts five adult-only (19+) auditoriums, with a combined capacity of 380 seats, spanning a space of 21,000 square feet. The opening follows closely on the heels of the opening of the first British Columbia location of The Rec Room opening earlier the same week spanning 44,000 square feet.
Similar to The Rec Room, the Cineplex VIP cinemas caters to the adult-only demographic by exclusively hosting five (19+) auditoriums and no other theatre formats (for example, family-friendly IMAX, UltraAVX™, D-BOX Motion Seats, etc.).
Brentwood will be Cineplex’s fifth VIP Cinema in the BC Lower Mainland. Other VIP locations are in Abbotsford, Coquitlam, Marine Gateway in Vancouver and Park Royal which opened late 2018. Canada’s top malls are increasingly adding non-retail attractions to attract consumers.
Cineplex’s VIP Cinemas feature luxurious reclining seats, and are for adults only because they’re licensed to sell alcohol. Guests can order from a wide selection of wines, spirits and premium craft beers, as well as food such as popcorn, fresh salads, burgers, artisanal cheese plates, charcuterie boards and flatbreads. Items are available in the lounge, or can be delivered right to one’s theatre seat.
For the time being, as a health safety measure, the Brentwood theatre is operating at a reduced 50-person capacity or 50% of regular capacity per auditorium, whichever is greater. This adds to the practices of reserved seating for pre-planned physical distancing and enhanced cleaning between screenings.
The grand opening is a highly visible and major milestone for Shape Properties in showing progression in its master plan for The Amazing Brentwood after purchasing the shopping centre in 2010. Retail Insider recently featured the Phase 1 transformation of retail and restaurant amenities in a photo tour. The addition of The Rec Room is key in furthering the goal of Shape Property “to become the ultimate gathering place”.
Related Retail Insider Articles
