UK cinema chain Vue is to install Evoke Creative’s interactive kiosks at its flagship Leicester Square venue as part of a £6.6m ($8.5m/€7.5m) revamp.

Evoke Creative ticketing kiosks feature 32-inch touchscreens set in either wall-mounted or free-standing units. The machines enable customers to purchase or collect pre-booked tickets quickly, potentially streamlining the customer journey and giving them more time to browse a cinema’s food and beverage offering.

The installation comes after a successful trial at Vue’s Cribbs Causeway cinema in Bristol, with Vue joining JD Sports, Google, McDonald’s and Tesco and clients of Merseyside-based Evoke.

“We are delighted to be working with Vue to help deliver an engaging experience for its customers,” said Neil Clark, Evoke Creative co-founder and chief commercial officer.

“It goes without saying that digital technology in a retail and leisure setting has to be intuitive and genuinely useful to consumers who are increasingly tech-savvy. But it also has to blend seamlessly with, and enhance, the overall store design. For generations of digitally aware cinemagoers, raised on smartphones and tablets, clunky metal boxes simply don’t cut it.

Big-screen entertainment

“We were commissioned to design and manufacture a bespoke kiosk that aptly utilises reflective surfaces and lighting to create a modern, top-end aesthetic. The feedback we’ve received has been incredibly positive and we’re looking forward to rolling out the kiosks to other sites in Vue’s estate.”

Paschalis Loucaides, head of retail at Vue, added: “We’re committed to providing our customers with truly immersive big-screen entertainment, and that starts from the moment they walk through the door.

“The redesigned foyer layout creates a slicker, more memorable customer journey. The digital kiosks are a key part of this and allow cinemagoers to spend more time enjoying the overall experience.”