*(Rendering of the new park royal cineplex vip cinemas. Image supplied)*

West Vancouver’s Park Royal Shopping Centre has announced that in late 2018, Cineplex will open a VIP Cinema on-site. Canada’s top malls are increasingly adding non-retail attractions to attract consumers.

The 44,000 square foot Cineplex will be located at Park Royal South as per the image below, and it will include 11 screens featuring a variety of movie-going experiences including UltraAVX™, D-BOX Motion Seats and VIP Cinemas in addition to the traditional Cineplex cinema experience.

Cineplex’s VIP Cinemas feature luxurious reclining seats, and are for adults only because they’re licensed to sell alcohol. Guests can order from a wide selection of wines, spirits and premium craft beers, as well as food such as popcorn, fresh salads, burgers, artisanal cheese plates, charcuterie boards and flatbreads. Items are available in the lounge, or can be delivered right to one's theatre seat.

Image: Musson Cattell Mackey Partnership

UltraAVX features a massive wall-to-wall screen, ultra-high definition digital projection and a powerful Dolby Atmos surround sound system. Cineplex’s D-BOX seats move in concert with what’s playing on the movie screen. Guests can customize their experience by controlling the intensity of the movement produced by their seat, using controls in the seat’s armrest.

“Cineplex compliments our best-in-class shopping and dining experiences and will be an attraction to those living at or close to Park Royal. The addition of Cineplex Cinemas Park Royal and VIP marks another major milestone in Park Royal’s commitment to enhancing the offerings in West Vancouver and the North Shore,” said Rick Amantea, Vice President of Community Partnerships and Development at Park Royal.

A significant piece of authentic Squamish Nation public art will be installed in the mall near the theatre entrance, according to Chris Lewis, Spokesperson, Squamish Chiefs and Council. Park Royal South is technically located on Squamish Nation land.

Park Royal will be Cineplex’s fourth VIP Cinema in the BC Lower Mainland. Other VIP locations are in Abbotsford, Coquitlam, and at the new Marine Gateway complex in Vancouver.

Cineplex currently operates 25 VIP theatres in Canada, and there’s a shopping centre connection — Canada's first Cineplex VIP Cinema opened at CF Shops at Don Mills in Toronto in August of 2014. Adding theatres and other attractions to malls is a trend being seen among leading centres, as malls increasingly reposition as entertainment centres (with a focus on shopping, of course).

Canada’s top shopping centres are now in the ‘entertainment industry’, adding non-retail amenities to attract and keep shoppers on site. It’s a trend discussed in a Retail Council of Canada shopping centre study released earlier this year.

West Vancouver’s Park Royal, is unlike any shopping centre in Canada, featuring both indoor and outdoor components. The centre is in the process of an expansion and renovation which has seen the addition of many new stores, including La Maison Simons (opened October 2015) and this summer, off-price Saks OFF 5TH will open in ‘Park Royal North’. Opening later this month, as well, is a Tesla dealership, which will be located in Park Royal South.

Canadian Retail News From Around The Web: May 16, 2017