Village Roadshow introduce Australia's first childrens' cinema concept

Village Roadshow’s new Southland cinema complex in south eastern Melbourne will be introducing a range of movie experiences when it reopens on 1st December, including Vjunior, Australia’s first childrens’ cinema concept.

With Village Cinemas Southland set to offer the most diverse movie destination experience for cinemagoers of all ages in Australia, Vjunior is for designed by children for children.

In partnership with leading toy brand, Mattel’s Hot Wheels, the cinema combines two things that children love - movies and play.

The concept was designed to extend the cinema experience by inviting guests to arrive up to an hour before their session begins to enjoy an interactive play area.

Activities include building blockwalls, light projection games, Hot Wheels activity tables and more. Also, children’s artwork creations will come to life on the big screen through custom built interactive scan and see technology while also offering birthday and bespoke party areas available for private bookings.

The in cinema experience will include a slide to encourage play time and there is a range of seating options available, from custom-fit bean bag seats and lounges for children, to more traditional seating for the parents.

Vjunior is the complete child-friendly cinema with modified volumes and lighting levels, a shorter pre-show, and an intermission allowing for additional socialising, snack and bathroom breaks. A new childrens’ menu will be available, accompanied by a coffee cart for parents to enjoy.

Introducing the concept, Adrian Witcombe, Head of Innovation and Strategy at Village Cinemas Australia explained “at Village Cinemas, we understand that the experience of going to the movies extends beyond the film itself.

“We have a range of offerings that allow our guests the freedom to decide how they want their cinema experience to feel, whether it be a special occasion celebrated at Gold Class with a bottle of wine, a blockbuster experience in our enormous Vmax cinemas, or quality time with the family at Vjunior."

Village Cinemas Southland’s other experiences will include:

• Gold Class, Village Cinemas introduced the first premium cinema offering to the world in 1997. The luxurious movie experience includes recliner seating and full food and beverage service provided by dedicated wait staff.
• Vmax launched in 2007, the perfect destinationfor blockbuster films, with bigger seats, bigger sound, and a bigger screen.
• VPremium opened its doors in 2015, the perfect date night option. Premium coupled seating, complimented by a diverse menu offering, this concept is fully licensed and bridges the gap between Gold Class and the Traditional cinema.
• Cinema Europa opened in 1998, tailored for film connoisseurs, with a focus on playing more up market art house product.
• Traditional, the original, which started Village’s journey 62 years ago, for every movie lover to escape the everyday.

Village Cinemans General Manager of Sales and Marketing, Mohit Bhargava, said the concept is designed to appeal to patrons who are looking for a more relaxed and fun environment without a formal cinema structure.

Bhargava added “Vjunior is a first in Australian cinema. The intent is to create a space for parents and children alike to enjoy themagic of movies in a tailored environment.”

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