By Javier Tucker – Senior Reporter.
As streaming services continue to dominate home entertainment, VUE cinema Swindon is redefining the big-screen experience.
Vue Cinema in Swindon, located at Greenbridge, has fully emerged and transformed. To mark the occasion, founder and CEO Tim Richards visited for the grand reopening on Valentine’s Day.
This newly refurbished cinema is only the second in the country to feature state-of-the-art recliner seats, establishing a waypoint for the future of cinema-going.
Sinking into the recliner seats inside the immersive IMAX theatre, I had the pleasure to have a chat with Tim Richards. The cinematic atmosphere was the ideal backdrop for our conversation.
Richards said: “This is really a test bed for the future of cinema, and it’s all come together in Swindon.
Check out Javier’s full interview with Tim Richards: Click HERE.
“You will not see anything like this anywhere else in the country.”
The next generation of Cinema
Richards clarified the importance of cinema in creating cherished memories, whether it’s watching a film with your children or going on your first date. He believes the shared experience of watching a movie in a theatre, surrounded by others, is priceless.
“We tried to bring something new and exciting to Swindon,” he said.
One major transformation is Vue’s shift to a fully self-service model. From self-checkout ticketing to freestyle drink machines and ice cream dispensers.
Visitors can now customise their cinema experience like never before- almost as if they’ve indulged into a videogame, where every detail is tailored to their preference.
The popcorn station also offers fresh servings, making the process as seamless as click-and-collect services.
Richards acknowledged that young people will be particularly drawn to the interactive features, especially the ice cream machines and the Coca-Cola Freestyle station.
“There are all kinds of special toppings you can add to your ice cream,” he said, enlisting the limitless combinations available. He also shared his own go-to drink choice: a cherry-vanilla Diet Coke.
Cinema vs. Streaming – Why Vue is Reinventing the Experience
Despite the constant rise of streaming services and the overall consequences that the pandemic had on cinema attendance, Richards remained optimistic about the future of the big screen.
He acknowledges that corporate giants have flooded the market with subscription platforms, resulting towards many blockbuster movies to land directly on streaming services. However, he argues that nothing compares to the cinematic experience.
“We need to show everyone that the experience here is very different from what you get at home.
“This is a place where you come with your friends, you turn off your phones, and for two hours, you are immersed in something unique and special.”
Richards’ sense of humour lit up the expansive IMAX room, as he playfully highlighted VUE’s plush cushions and teased their future to introduce blankets for an even cozier experience.
Richards’ Cinematic Favourites
Reminiscing on his own movie memories, Richards relived the emotional weight of early Disney films like Snow White and Bambi. However, his all-time favourite film remains Apocalypse Now, which he believes has aged exceptionally well and highlights modern day society.
He also spoke highly of The Godfather director’s cut—a nine-hour cinematic journey that fluidly blends all three films with additional footage.
“The director put in a little bit of extra footage between each of the films that made it feel seamless.
“It’s a long session, but it is extraordinary filmmaking.”
With Vue’s revamped experience, Swindon moviegoers can now enjoy a cinematic outing that rivals even the most immersive home setups.
Richards hopes that this vast transformation will transport young people back to the theatre, offering them a unique and social experience that streaming simply cannot replicate.
Entertainment Swindon 
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