Vue Unveils ‘EPIC’ Flagship Cinema in Amsterdam, Showcasing Cutting-Edge Technology and Innovation
By Benny Har-Even, Contributor
In a decisive move to reclaim its prominence in the cinematic landscape post-pandemic, European cinema giant Vue has inaugurated its latest flagship multiplex, EPIC, in Amsterdam. The grand opening marks a bold investment in state-of-the-art technology designed to redefine the movie-going experience with seamless convenience and premium offerings.
A New Chapter for Vue
Speaking at the launch event, Vue CEO Tim Richards reflected on the challenges faced during the COVID-19 pandemic and outlined the company’s vigorous efforts to innovate and evolve. “Having gotten past the existential threat of the pandemic, we started moving forward at full speed, trying to make up for four lost years,” Richards said. “We have been experimenting with numerous innovations and new business models across Europe. What you experience tonight is the culmination of everything we’ve learned — it’s everything coming together.”
Revolutionizing the Cinema Experience
The EPIC cinema’s technological advancements begin from the moment patrons step inside. Customers can now enter the multiplex by simply scanning a QR code, eliminating the need for traditional ticket queues. This streamlined entry is mirrored in the concessions area, which features a thoughtfully designed layout that optimizes customer flow.
Distinctively, the cinema offers a self-service beer tap, a novelty rare in European cinemas and particularly unexpected for UK cinemas should the concept spread. Alongside the selection of classic movie snacks, Vue has committed to providing healthier alternatives to cater to a wide range of tastes and dietary preferences.
Richards also teased plans for an engaging merchandising section within the cinema — “a really easily accessible area where we’re going to have cool merchandise linked to upcoming movies next year. Consider your bank balance warned,” he joked, hinting at an expanded retail experience focused on film-related products.
Ambitions Beyond Convenience
Looking ahead, Vue’s technological ambitions are aiming even further. Richards shared his vision of creating a fully frictionless cinema experience, where customers could eventually enter and buy snacks without even needing their phones. Central to this effort is the potential integration of facial recognition technology, allowing patrons to identify themselves automatically.
While acknowledging the complexities and challenges that come with deploying facial recognition — especially in the realms of privacy and technology adoption — Richards expressed determination to push forward with innovations that enhance customer convenience while maintaining ethical standards.
The Future of Cinema
Vue’s EPIC flagship in Amsterdam represents more than just a new cinema; it embodies the company’s strategic pivot towards embracing emerging technologies to enrich customer experience and operational efficiency.
After years of uncertainty due to the pandemic, Vue is betting on innovation as the key to revitalizing in-person moviegoing, bringing premium service and smart technology to cinema fans in Europe and potentially beyond.
As the industry watches closely, Vue’s EPIC multiplex sets a new standard that may signal the future direction for cinemas around the world — one where technology and entertainment merge seamlessly to create memorable and hassle-free experiences for film lovers.
For more updates on cinema technology and innovation, follow Benny Har-Even’s insights on commercial cinema trends.
