The ​​Luxury Premiere Seating Experience

In Conversation with Bill Walker (CEO, Landmark Cinemas)

Q. Tell us more about the Premiere Seating at Landmark Cinemas. 

Premiere seating is something we launched when we opened our Tamarack, Edmonton location. With the pandemic, the concept was that we were preparing to open the theatre that was actually under construction at that time, so keeping  COVID-19 in mind we were looking at innovative experiences in order to continue bringing something premium to the customer. Landmark’s journey was really about going from the conventional seat to the recliner, which fundamentally was giving more space back to the customer. As we look at what Premiere does it just takes that a bit further with a little bit more luxury. So the personal space that you gain with the side table on each side with a nice wide recliner seat, with heat, with a side table and a console and a coat hook. It just gives you personal space all in privacy and enclosure for guests that want that sort of exclusive and focused experience on just watching the movie without any distractions, it’s a whole other level and guests are really enjoying it.

Q. What is the price of Premiere Seating?

The prices are stated at $14.50 and the Premiere Seating adds a two-dollar up charge. Whether your seating will be in Laser Ultra, it would be the Laser Ultra-premium plus the Premiere Seat Premium. However, in a regular auditorium, we are going to be talking about $16.50 to watch one of these. We have them both at our Guildford, Surrey location as well as our New Westminster location.

Q. Which locations of Landmark Cinemas will have this seating?

We are going to have it in 11 locations now. We have done it in Guildford, Surrey, in New Westminster and our three Calgary locations. And then two Edmonton locations, Fort McMurray, Regina, Saskatchewan, Whitby, Ontario and St.Catherines, Ontario. 

Q. What other exciting news to enhance the movie going experience can people expect from Landmark Cinemas in the near future?

I think you know it’s incumbent on us as theatre operators to continue to maintain a differential to what you can do at home. The other experience that we have in both New West and Guildford, Surrey is the Laser Ultra experience, which is taking the screen and sound combined with our seating experience to the next level. Visually it is the ultimate way to watch a movie and just continues to elevate that. The best way to see it is in those Laser Ultras. I think the rest of the experience for us is really about providing an overall experience and service that is hassle-free, convenient, and relaxing.