Cineworld’s Cheltenham location is considering a significant shift in its offerings as the company looks to convert its former Screening Rooms and VIP cinema area on the ground floor into a golf simulation facility. The decision comes after the VIP cinema section failed to attract the expected audience, leading Cineworld to explore alternative uses for the space.
This potential transformation reflects a broader trend of entertainment venues diversifying their services to appeal to new customer interests. By introducing golf simulation technology, Cineworld aims to attract golf enthusiasts and provide an interactive leisure experience beyond traditional movie screenings.
The move underscores the challenges faced by cinemas in maintaining profitability for specialized viewing areas like VIP screens. Cineworld is currently in the process of seeking official approval to repurpose the designated space, signaling a strategic pivot toward modernizing and expanding its entertainment options in Cheltenham.