Cineworld Cinemas

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Context & Assignment

Cineworld, the 2nd largest multiplex cinema chain in the UK has rolled out Protouch kiosks to all of its cinemas and picked up a technology award on the way.

Initially Cineworld approached us to provide an eco-friendly kiosk solution that could automate the whole registration process of its Unlimited film programme.


In answer to the brief, we provided easy-to-use self service Xen X5 kiosks that customers could use to register without staff assistance. The kiosks currently operate in 27 cinema sites including, Glasgow, West Cineworld India Quays and Cheltenham and will be rolled out to most of Cineworld’s 75 UK sites.

They are used in the cinema’s main foyer for the Unlimited film programme that entitles visitors to watch any film, any day, any time and at any Cineworld Cinema from just £13.50 a month. Wannabe members of the programme simply sign up by entering their details into the kiosk; an A4 receipt with a photo of the member on is then printed out which they can use as identification until their membership card arrives in the post.

Outcomes Achieved

In just 6 months the kiosks saved Cineworld in excess of 1,000 staff hours and increased new members by 100 per week, resulting in the number of Unlimited sign ups being increased by 10 per cent. What’s more they went on to win Best use of Technology in the Hospitality and Leisure Sector at the Retail System Awards 2009. The award recognises the organisation who has best achieved business growth through the use of innovative solutions.

"The Unlimited programme is a large and important part of our business and distinguishes us from every other cinema company in the UK and Protouch's X5 kiosk is helping us to advance this programme."

John Anderson, Marketing Co-ordinator, Cineworld

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