FEC: Cineplex revamps Playdium brand
Canadian cinema chain Cineplex is moving into the entertainment centre market with its new Playdium brand concept.
Playdium locations will be specially designed for teens, their friends and family who are looking for an affordable entertainment choice for everyday play, casual dining or to celebrate special occasions.
The firm describes the concept as a “tech-infused place to play that offers the best games and attractions for everyone”. Ranging between 30,000-35,000 square feet, locations will be customised for each community and will feature a selection of classic and new-to-market video and redemption games, unique interactive experiences like virtual reality and play attractions like augmented climbing walls, bowling, rope courses and two-level laser tag.
“Based on the response we are seeing from The Rec Room, there is tremendous potential to create a destination designed primarily for teens, young adults and also their families,” said Ellis Jacob, President and CEO, Cineplex. “Playdium is going to be a place where Canadian families will be able to play together and also enjoy and share a freshly made meal that is fun to eat.”
Approximately two-thirds of the complex will be dedicated to games and attractions for all skill levels and the other third will offer food and beverage options. It will also have private rooms for birthday parties and special gatherings, as well as lounges for parents with views of the games floor.
Cineplex plans to open 10-15 Playdium locations in mid-sized communities across the country, with its first planned for the Whitby Entertainment Centrum in Whitby, Ontario. Construction on the over 30,000 square foot complex is scheduled to begin in early 2018, with a completion date targeted for later that same year.
Opening its doors originally over 20 years ago, Cineplex currently owns and operates the successful Playdium facility in Mississauga, Ontario, though the new reinvented brand concept announced today will be much more focused on indoor play, fun and fresh food and modern, technology-enhanced amenities. Cineplex also operates three locations of The Rec Room in South Edmonton (AB), West Edmonton Mall (AB) and Toronto (ON), and has announced plans for complexes in London (ON), Mississauga (ON) and Vancouver (BC). The company’s highly anticipated location at Deerfoot City in Calgary, Alberta, is scheduled to open later in the month.