Event Cinemas introduces innovative boutique concept

Event Boutique – Paparazzi.

Event Cinemas is unveiling an innovative Australian-created cinema concept, Event Boutique, at its George Street Sydney flagship tomorrow.

Drawing on the heritage of the company’s State Theatre and its quirky QT hotels, the two cinemas will each offer unique experiences.

The Library (28 seats) pays homage to the art of storytelling while Paparazzi (46 seats) celebrates the glamour of the red carpet.

Both have laser projection, bespoke designs, unconventional food and beverage offerings, waiter service and custom-made designer recliners and footrests.

Event converted both from conventional screens, complementing its Gold Class cinemas with similar pricing at $39 and $42 per ticket depending on the time of day.

Sony’s Men in Black: International and Paramount’s Rocketman will screen there but, continuing the element of surprise, patrons won’t know the location until after they buy tickets.

Event Cinemas general manager Luke Mackey tells IF the programming will be diverse and generally a “bit more refined,” not merely offering the blockbusters.

If the concept proves as popular as Event hopes, it will be rolled out in other locations. But each Boutique cinema will be unique, not a duplication of The Library and Paparazzi. A Boutique cinema, theme under wraps, is planned for Newmarket in New Zealand.

Event Boutique – The Library.

Mackey sees the initiative as part of the company’s strategy to make cinemagoing a real experience which gets people out of their homes. Laser projection is already available in Gold Class screens in George Street and will be progressively rolled out across the circuit.

Jane Hastings, CEO of parent company Event Hospitality and Entertainment, said: “We don’t believe in a one-experience-fits-all approach to our cinemas or our customers. Through our research we understand customers want choice, even down to the style of their seat.

“Those seeking premium experiences want not only the best seat, they also want to fully immerse in a great experience. Event Boutique – our latest in a raft of new premium cinema experiences – is unique as it allows you to completely escape from the moment you walk through the door.”