Showcase Cinema is to invest £5m over the next 18 months, introducing XPlus screens across its UK estate.
The large scale screens feature technologically advanced digital projection, screen and audio in order to provide cinema-goers with the ultimate immersive experience available.
“We are committed to delivering the most immersive movie-going experience for our customers. With wall-to-wall screens and state-of-the-art Dolby Atmos sound, seeing a film in XPlus takes it to a whole new level,” said Duncan Short, VP international operations of Showcase.
“Having rolled out XPlus in theatres across our international estate in the last year, the response has been phenomenal, and we are thrilled to be bringing this exciting new offering to our UK cinemas.”
Andy Dowell, regional director for Northern Europe, Dolby Laboratories, added: “Dolby Atmos gives film directors and sound mixers the ability to precisely place and move sounds anywhere in a theatre. This creates the most realistic, engaging experience ever, making cinema goers feel as if they are in the film and not just watching it. Dolby has teamed up with Showcase to bring the ultimate cinema experience to XPlus screens.”
The introduction of the XPlus screens forms part of Showcase’s plan to develop its UK services which also involves a commitment to expanding its premium offering, Showcase Cinema de Lux, with the flagship Bluewater redevelopment due to be completed in May.