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Small Is Beautiful PATRICK MCDONNELL Looks at the Growing Popularity of Small Luxury Screening Theatres

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Small Is Beautiful PATRICK MCDONNELL Looks at the Growing Popularity of Small Luxury Screening Theatres MICRO VENUES 17 Small is beautiful PATRICK MCDONNELL looks at the growing popularity of small luxury screening theatres LEFT Soho Hotel Screen 1 ABOVE (L-R) One Aldwych, Covent Garden Hotel, Soho Hotel Screen 2 THERE IS something very sound systems with full available in all projection aspect option. Besides these private exclusive about screening rooms. conferencing facilities. Release is ratios, video presentation and screenings, the company runs They are the preserve of movie decorated with aubergine Powerpoint presentations. Digital regular weekend movie clubs executives and critics, the place coloured walls and large green cinema (or to give it its proper open to anyone. where new films spring into life leather armchairs. title HDTV) and 16mm projection In recent years there has been for the first time. However, many Another hotel catering for this can be catered for. The largest an emergence of a number of of the intimate, luxurious trend is the Gordon Campbell- theatre contains soft red leather screening rooms designed from screening rooms in central Gray owned One Aldwych. Its reclining seating, the smaller 50- the outset as dual-purpose micro London are increasingly running take on the film club theme “Give seat VIP theatre is fitted with venues — offering sumptuous films for members of the public. Me Movies” is priced at £40, this pony skin design upholstery, seating and surroundings that There are, according to Pocket includes a three-course meal with individual tables and — at nearly meet movie industry technical Films’ Screening Room Map, 24 champagne at Axis, the hotel’s six-feet — legroom double that of expectations and are able to such venues in London. There are restaurant. The catering is tailored a standard multiplex. provide food and bar facilities that theatres at BAFTA, the British Film around any theme for private All the seating at Firmdale’s are attractive to the public. Institute and the BBFC. Some parties, anything from Holly hotels have been supplied by “We are starting a Film Club at preview theatres nestle below the Golightly’s paper cups and noted Italian seating manufacturer the Soho Hotel running on Friday offices of distributors such as 20th pastries ala Breakfast at Tiffany’s Poltrona Frau, with Screen 2 nights and Sunday lunchtimes Century Fox in Soho Square or to a banquet fit for Babette’s Feast. featuring cowhide designs. showing feature pre-releases, Sony Pictures in Golden Square, The Firmdale hotel group, “A large proportion of our current releases and classics,” or post-production houses such as meanwhile, offers state-of-the-art business is entertainment so it Mannerson told Cinema Business. Framestore in Wells Street. screening rooms at its Charlotte seemed to make perfect sense,” Firmdale’s other hotels with Most are exclusively used for Street, Covent Garden and Soho says public relations manager screens, its Covent Garden Hotel industry events, but venues such hotels. Firmdale’s latest venture, Angela Mannerson. “Not just also has a Saturday Film. At the as the Rex Cinema & Bar on the Soho Hotel, features a fully movie stars but directors, writers, Charlotte Street Hotel the film Rupert Street, One Aldwych and equipped gym, treatment and post-production people and club runs on Sunday’s. This The Soho Screening Rooms do individually-themed function publicists appreciate the facilities consists of a programme that run events open to the public. rooms. we provide. All our screens have costs hotel guests and members Maximising the use of an asset On the hotel’s lower ground sit been a great success.” of the public £30, includes a such as a screening room is two screening rooms with 100 three-course dinner followed at especially attractive to up-market and 50-seats respectively available Firmdale’s screening rooms can 8pm by the film of the week, hotels with West End locations. for the discerning viewer. They be booked by members of the which can either be a Hollywood For example, the Kempinski are fully functioning full sized public for private screenings for blockbuster or a repertory classic. Hotel Group’s Courthouse Hotel cinemas attached to a luxury groups of 10 or more people. “The screening rooms are for on Great Marlborough Street hotel, replete with stadium They can combine these with 95% of the time used by outside offers luxurious surroundings with seating, wall-to-wall screens and champagne and canapés, a three- people hiring them for their own “Release” — a private screening every technical facility that any course meal and drinks. Private personal use. The Film Club is room which seats up to 100 self-respecting first-run theatre screenings lend themselves to only there at weekends when people. The venue boasts state of would be proud of. This includes costume parties, with James they have less demand for private the art 35mm projection and Kinoton FP30D 35mm projectors Bond-themed events a popular hire,” Mannerson said..
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