Vue has officially reopened its Swindon cinema, unveiling Ultra Lux seating and the first-of-its-kind Vue Your Way retail concept in the UK. The launch, described as “the next generation of big screen entertainment” by Vue’s founder and CEO, Tim Richards CBE, marks a significant investment in the cinema experience.
The revamped Swindon venue features state-of-the-art laser projection, Dolby sound, and reclining Lux leather seats, along with Vue’s latest innovation—Ultra Lux seating. Designed for maximum comfort, these new seats provide prime screen positioning, extra space for food and drinks, and storage for personal belongings.
Vue Your Way: A New Approach to Cinema Retail
Vue Your Way transforms how customers engage with the cinema experience, allowing them to self-manage their visit. From scanning tickets at the entrance to customising snack combos at self-service stations, visitors can move at their own pace, with Vue team members available for assistance.
The concept aims to streamline the cinema experience, ensuring ease and efficiency while maintaining a focus on customer choice and convenience.
Tim Richards on Vue’s Cinema Evolution
Speaking at the opening alongside Marina Strinkovsky, Cabinet Member for Placemaking and Planning at Swindon Council, Vue’s CEO Tim Richards CBE highlighted the significance of the launch:
“Today’s unveiling of Vue Swindon is a landmark moment, marking the launch of the next generation of big screen entertainment in the UK.”
He continued:
“As the industry goes from strength to strength, we are making major investments in the future of our cinemas to ensure we’re providing our customers with the very best big screen experience. These include the introduction of Vue Your Way and Ultra Lux seating to Swindon, and will include further upgrades elsewhere in our estate throughout 2025 and beyond.”
Future Investments in Vue Cinemas
The Swindon relaunch is part of Vue’s ongoing investment strategy, with further technology and seating upgrades planned across its UK estate in 2025. With the Ultra Lux seating and Vue Your Way retail model, Vue continues to focus on enhancing the customer experience, ensuring cinemas remain a destination for premium entertainment.
