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Brock Bagby<br />
Executive VP<br />
B&B Theatres<br />
Roughly what percentage of your auditoriums<br />
now have luxury recliners?<br />
B&B Theatres is proud to be an industry<br />
leader in the luxury recliner revolution. Our<br />
guests enjoy access to luxury recliners in<br />
50% of our auditoriums circuit-wide.<br />
What percentage of your auditoriums have<br />
power recliners?<br />
All of our recliners are luxury electric<br />
models!<br />
What brand recliner do you use?<br />
VIP.<br />
What kind of impact has the trend toward<br />
luxury recliners had on your business?<br />
Recliners have become our new standard.<br />
We are firm believers in the power of recliners<br />
to drive attendance and, when coupled<br />
with our outstanding presentation and hospitality,<br />
provide our guests with a comfortable<br />
experience that is second to none.<br />
Do you charge more for tickets to your recliner<br />
auditoriums?<br />
When installing recliners into a remodeled<br />
theatre, we do not raise admission prices.<br />
What kinds of comments have you gotten<br />
from your customers about recliners?<br />
The overwhelming majority of customer<br />
feedback has been outstanding! Guests love<br />
the chance to recline in comfort and enjoy<br />
the magic of the movies with their feet up!<br />
What has been the impact on maintenance<br />
and cleaning?<br />
With greater seat area and moving parts,<br />
recliners are much more difficult to clean.<br />
We deep-clean them every night and sterilize<br />
each seat between shows. The recliners are<br />
also doubling our cleaning costs from thirdparty<br />
janitorial services. This is an important<br />
consideration when calculating remodel P&L!<br />
Jack Gardner<br />
VP Marketing, Sales &<br />
Content Programming<br />
Landmark Cinemas Canada<br />
Roughly what percentage of your auditoriums<br />
now have luxury recliners?<br />
150 out of 317 screens have recliner<br />
seats (47.32%). Fourteen of 45 theatres<br />
have recliners (31.8%).<br />
What percentage of your auditoriums<br />
have power recliners?<br />
All our recliner seats are power<br />
recliners.<br />
What brand recliner do you use?<br />
VIP Cinema Seating and Encore<br />
Cinema Seating.<br />
What kind of impact has the trend<br />
toward luxury recliners had on your<br />
business?<br />
We have seen substantial growth in<br />
our own market share and in overall moviegoing<br />
in Canada.<br />
Do you charge more for tickets to your<br />
recliner auditoriums?<br />
No. Our recliner experience is regular<br />
admission.<br />
What percentage of your theatres have a<br />
reserved-seating policy?<br />
51% (23 locations out of 45).<br />
What kinds of comments have you gotten<br />
from your customers about recliners?<br />
“What an amazing experience! Your<br />
new setup and seating are perfect! I will<br />
not attend another cinema.”<br />
“All we can say is BRAVO! Your new<br />
chairs are outstanding!!”<br />
“This was our first time at Landmark<br />
Cinemas and you have ruined other venues<br />
for me. Those chairs are AMAZING!”<br />
“I can honestly say this is one of the<br />
best movie experiences I have ever had.”<br />
What has been the impact on maintenance<br />
and cleaning?<br />
Due to the size and construction<br />
of the recliner chair versus traditional<br />
theatre seats, there is an increase in the<br />
scope of cleaning auditoriums. Seats need<br />
to be wiped down after each performance,<br />
and cleaning behind, underneath<br />
and between seats is much more involved.<br />
Theatre staff and cleaning contractors are<br />
constantly working together to ensure<br />
the auditoriums are cleaned to our standard.<br />
From a maintenance perspective,<br />
the seats have a lot more moving parts<br />
and electrical components that require<br />
more focus and attention than chairs in<br />
the past. <br />
Recline<br />
in the most comfortable<br />
movie theatre seat<br />
you’ve ever experienced.<br />
Relax<br />
and enjoy the increased<br />
personal space afforded by<br />
a reduction in seating capacity,<br />
providing a more relaxing,<br />
disruption-free experience.<br />
Reserve<br />
your seat online FOR FREE<br />
and make your movie<br />
experience easy and rush-free.<br />
Enjoy<br />
premium comfort<br />
with no extra charge.<br />
OCTOBER <strong>2018</strong> / FILMJOURNAL.COM 41<br />
040-049.indd 41<br />
9/5/18 3:28 PM
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