KINEPOLIS KUTTING EDGE - Belgium Circuit Unveils Latest Digitally Advanced Site

http://www.filmjournal.com/filmjournal/features/article_display.jsp?vnu_content_id=1003628494

Source: FilmJournal

Aug. 21, 2007

by Andreas Fuchs “Kinepolis Oostende is first and foremost designed for people, and offers an exceptionally high standard of comfort and convenience and a wide range of entertainment. It is also a multifunctional facility.” (Kinepolis press notes) One year to the day after Kinepolis Group (kinepolis.com) opened its 22nd cinema in Brugge (Bruges), the Belgium-based pan-European exhibitor launched its latest venue with a private party for over a thousand guests on July 7. Located in the coastal town of Oostende (Ostend), the newest and 11th Kinepolis complex in the country has eight stadium auditoria with 1,755 seats and 41 spaces to accommodate wheelchairs and 260 more for cars and bicycles. This being public-transportation-minded Europe, a dedicated stop on the coastal tram line was specifically added to what Kinepolis describes as “a unique, user-friendly location” near the Wellington Racetrack. After the success of its plexes in Ghent (1981), Brussels (1988), Antwerp (1993), Hasselt (1996), Liège (1997), Kortrijk (1997, currently being remodeled), Leuven (1997), Braine l'Alleud (2000) and Brugge (2006), Kinepolis has invested another 11 million euros (US$15.2 mil.) in Oostende. With an anticipated annual attendance of 350,000, corporate communications calls the cinema “promising” in that the “revolutionary concept” introduced in Brugge last year has not only been “tested and improved,” but is also “a conceptual reference for the other Kinepolis complexes and the international cinema market in general.” Among the “cutting-edge innovations” that Kinepolis implemented in Brugge (FJI September 2006) are the open foyer concept, where everyone can come and enjoy the offerings that include film and games corners and a lounge bar called “C and Sea.” The Kinepolis shop offers a wide range of drinks, snacks and retail items—from fruit salads, pizza and popcorn to t-shirts, film posters and books. Innovatively priced seat booking makes tickets cheaper on the web and at the self-service kiosks. In conjunction with a unique ticket monitoring system that “matches the number of tickets sold against the number of people in the auditorium” (see our Quick Sensor story in the June 2007 issue) and digital signage throughout, Kinepolis creates an “accurate, efficient and user-friendly” environment. “Film digitization improves sound and image quality,” the company continues, “and opens up new entertainment options such as XL Gaming (large-screen video games) and company convention facilities.” With the opening activities, guests could also take a peek at “the latest application of digital cinema.” Not only has Oostende been equipped with Barco DP-3000 and DP-1500 projectors that were just introduced at ShoWest, but one auditorium has already presented the latest Dolby Digital 3D technology (FJI May 2007). While Barco said this “will enable Kinepolis to create the radically new 3D cinema experience for its visitors,” the enterprising exhibitor already has plans for at least one digital 3D house at every single one of its 23 multiplexes. Though “overall timing is not yet defined,” per corporate communications manager Miriam Dassonville, “it is important to notice that Kinepolis plans Beowulf to be its first 3D film.” With all the talk about stereoscopic and/or otherwise digital images, the aural dimension of digital sound has somewhat taken a backseat of late. Not at Kinepolis, though, where every single auditorium received the THX seal of approval. THX oversaw the design and construction phase, making sure that “each cinema was precisely engineered to meet THX requirements, focusing on auditorium acoustics, surround sound performance, as well as audience viewing angles and projection technology,” the technology provider stated. THX public-relations manager Graham McKenna added, “Kinepolis really understands how to leverage the THX brand to differentiate from other non-THX competitors, and they have really championed THX certification across Europe as one of our strongest partners” with more than 250 out of close to THX-certified screens in the territory. Unlike “some theatre chains [that] opt to have one or two of their larger auditoria certified, which is perfect for showcasing the blockbuster or most popular films,” McKenna continues, “Kinepolis has embraced THX certification in all rooms across many of their multiplexes.” At the Oostende site, in particular, “we started working with Kinepolis during the early design stages,” McKenna notes. “This meant evaluating all of their architectural blueprints to ensure each auditorium could meet the THX specifications for both sound and visual quality. We then helped their design team select the right equipment for each auditorium.” Based on the size and shape of each room, “there are four separate floor plans” in Oostende, all of which were equipped with the appropriate products. For the first time ever, the QSC Basis system was used in a THX-certified cinema. The network control of Basis 922az and 914lz, McKenna explains, “enables the Kinepolis technical team to better monitor the sound system for component performance, and lets them respond to any technical issues faster and more precisely.” Speaking of performance, despite a drop of seven percent to 10.7 million moviegoers circuit-wide for January through June 2007, Kinepolis had an optimistic outlook during the July 11 earnings report. On a non-adjusted basis, including newly opened and transferred properties, business was even down nine percent, which the company attributed to “the mediocre range of films on offer until mid-May and the warm weather, particularly in April.” The Kinepolis top five in the first half of the year were Pirates of the Caribbean: At World’s End, Spider-Man 3, Night at the Museum, Shrek the Third and 300. Kinepolis Nancy in France (2005) and Kinepolis Granada in Spain (2004) “recorded remarkable growth,” with 25% and 16%, respectively, as Lomme outdid Madrid and Antwerp as the highest-attended with 1.218 million visitors. Next on the Kinepolis agenda is a new eight-screen and 1,440-seat cinema at the Mediacité development in Liège (details available in last month’s European Update). Provided the recently submitted permit procedures run smoothly, the new Kinepolis complex, together with Mediacité, is scheduled to open sometime in 2009.