Will the Empire strike back in the war of the cinemas?

10:40am Tuesday 8th April 2008

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AS Eden's leisure revolution takes hold in High Wycombe, questions remain over what will become of one of the town's other key recreational destinations.

The six-screen Empire cinema on Crest Road was once at the forefront of the movie-going world when it opened 21 years ago.

But now with a new 12-screen complex in the town centre, the stage is set for a battle to win over Wycombe's cinema goers.

Tom Manning, general manager of the Cineworld site, said: "Eden is going to change Wycombe forever and we're excited to be part of it.

"I think movies for everyone is what we're about. Whatever you want from a cinema, we want to provide it - we want to bring more movies for more people."

Cineworld is now the second biggest chain in the UK, behind Odeon, since it merged with the UGC chain.

He said the multiplex would show mainstream Hollywood blockbusters alongside Bollywood films and smaller, independent movies.

"We'll respond to our market's needs. It's not just going to be a multiplex playing Hollywood movies. That's the biggest audience and that's what people are coming to see, but it's really important for a cinema to be interested in all types of film," said Mr Manning.

He believed both cinemas could survive, despite their close proximity.

"I think that we can co-exist. I think with the population of the town and surrounding area and customer base that the Eden centre will bring into that town."

He added that although the Cineworld would be playing conventional, 35 mm film to start with unlike the already all-digital Empire, it would be able to upgrade its projection technology easily when the time came.

"The cinema has been built and designed around the digital age - we're digital ready."

The Empire cinema in Crest Road, which opened in July 1987, was among the first multiplexes in the UK - originally known as Wycombe Six.

It has no intention of backing down in the face of the new competition.

Jon Nutton, marketing manager for Empire, said: "Over the past 20 years, the cinema has served over 15 million guests making it not only one of Empire Cinema's most successful cinemas but also one of the busiest and most profitable cinemas in the country.

"The new Eden development has brought some much-needed regeneration to High Wycombe town centre.

"The additional cinema screens will bring with it yet more choice of movies and the opportunity for cinema-goers to have the choice of a more varied range of film product."

Mr Nutton thought that despite the prospect of a rival cinema with twice as many screens, the Empire would still attract viewers, not least because of last year's conversion to digital projection.

He said: "We were the first and still the only fully digital cinema in the area. The addition of digital has enabled us to offer our customers the very best cinema experience as well more recently the opportunity of experiencing digital 3D."

But there is one key factor above all that could see the Empire holding on to many of its customers.

Mr Nutton said: "Our location on Crest Road is ideal in terms of ease of accessibility and free parking without the need to travel into the town centre."

Justin Ribbons, CEO of Empire Cinemas confirmed that it was business as usual for the site. He said: "Empire High Wycombe is and will continue to be an extremely important cinema in our portfolio.

"It was our first choice within the Empire Cinemas group for a complete digital transition as we are and will continue to be committed to delivering the very best entertainment experience to all of our guests."