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The scale of the project was highlighteda few weeks back when workmen werespotted transporting the giant IMAXscreen, piece by piece, through a gap inthe side of the new building.It’s 28ft high – the size of two doubledeckerbuses – and 50ft wide. IMAX is apatented crystal-clear digital projectionsystem with much larger, slightly curvedand tilted screens, delivering the actionthrough superior sound and high-definitionvisuals . . . taking the movie-watchingexperience to the next, full-on level.It’s a major feature in the cap of theSouthwater development to have an IMAXscreen in town – something which KateCallis, assistant director of developmentbusiness and employment at Telford &Wrekin Council, was keen to emphasisewhen she updated members of TelfordBusiness Partnership earlier this month.“The most exciting thing about Southwateris the fact that it is creating a night-timeeconomy for Telford, and getting an IMAXhere as part of that is a huge pull,” she toldthe quarterly TBP meeting, at the ValleyHotel in Ironbridge.“It is going to be a really fantastic facility.We are hoping that Southwater will createsomething for Telford which is akin toBrindleyplace in Birmingham.The Cineworld building will be transformedby the time of its mid-August launch.“As well as the cinema, there are already11 new restaurants signed up, which istestament to the way the market believesthere is real potential here in Telford.“The investment in our convention quarterhas already created 350 new jobs, andsafeguarded 350 more, and it should bea significant benefit to The InternationalCentre, which is already bringing in a hugeamount to the local economy.“What we are seeing now is theculmination of a huge amount of workfrom a huge number of people.”AmbitiousCineworld’s Telford site was originallydue to open at the end of May, butvarious recalculations of the timescale forphase one of the ambitious Southwaterdevelopment have pushed that dateback to mid August.When it finally opens its doors after a 20-week fitting-out period, moviegoers willfind 11 stadium-seated screens, varyingin capacity from 94 to 350, all on the firstfloor of the building, with the Starbucksfranchise below.Most of the auditoria have been kittedout with the capacity to be hired out forconferences or corporate presentations– an area in which Phil says he’s alreadyreceived strong interest.“We’re fully digital. There will be none ofthe old 35mm projectors. But that doesgive us the ability to show a diverse rangeof films.“Alongside the big mainstream releases,we’re planning to offer movies for juniors,live events such as opera and theatrewhich are becoming increasingly popular,and we’re also going to give Bollywoodscreenings a try.”It’s well known that the Telford site willbring IMAX cinema to Shropshire for thefirst time, but there’s a less trumpetedinnovation coming our way too.It’s called D-Box, and adds a fourthdimension to the movie experience.Sign up for a D-Box showing, and you’ll betreated to a chair which is synchronisedto the action. Subtle pitches, rolls orvibrations are capable of mimicking all theaction, from a punch to a skydive – andyou can turn the effects up, down, or offaltogether.Phil says: “I’m chuffed to bits to beinvolved in this. It’s been designed as oneof the company’s flagship sites, and reallywill take cinema in Shropshire to a differentlevel.”People are keen to work in the businesstoo. When Cineworld held two open daysto recruit the majority of its staff, jobcentreofficials warned Phil to expect hugecrowds through the doors. All in all, morethan 400 people applied for jobs.“It is a great career opportunity,” says Phil,who project-managed the opening on anew site in Gloucester last year.ListedCineworld has come a long way in the19 years since it was founded. Originallya private company, it re-registered asa public business in 2006, and has beenlisted on the London Stock Exchange sinceMay 2007. Of its 80-plus sites, it has four ofthe 10 highest-grossing cinemas in the UKand Ireland.SOUTHWATER, TELFORD❝Sign up for a D-Box showing, and you’ll be treated to achair which is synchronised to the action. Subtle pitches,rolls or vibrations are capable of mimicking all the action.❞Phil says: “The company is opening 11new cinemas across the country in thecoming year, including a five-screensite in Oswestry, so there are plenty ofopportunities for career progression forpeople with ambition and drive.”And his own plans? “I’m an ambitiousguy. I could have stayed at my previousCineworld site in Solihull where we havebuilt a terrific team, but I’m looking forchallenges.“I don’t want Telford to be run-of-the-mill.I want to bring regional film premieresto Shropshire, and I want to open upcommunication channels to make thecinema a part of the localcommunity.”2021