VILLAGE CINEMAS DONCASTER – THE NEW CINEMA AESTHETIC
Maybe it’s because Village Cinemas is based in Melbourne that it is crowning
its cinema chain there, with the opening on October 16, 2008 of the multi
million dollar, super mega multiplex, at Westfield Doncaster. With the focus on
“style, design, technology and comfort,” the complex features a total of nine
auditoriums incorporating three Gold Class cinemas, one huge 22m Vmax screen
featuring stadium seating and Dolby Digital surround sound, and one Europa
cinema dedicated to arthouse films; a total of 1,755 seats.
The Doncaster complex is 17 km from the Melbourne CBD, and the user friendly
environment is designed to keep customers out of the city even more than ever.
To the end of August, Melbourne city cinemas took $14 million, compared to the
Melbourne suburban cinemas, which took $131 million.
In Sydney the pattern is similar, but the margins not as big: city $21 million,
suburbs $122 million.
Village Cinemas Doncaster will be able to screen about 45 sessions a day,
employing some 110 (mostly local) staff, selling 10,500 kg popcorn and 82,610
litres of coke a year to about 500,000 ticket holders.
"a statement in style and accessible luxury."
Roughly 200 people worked on the design elements “to create the ultimate
entertainment, leisure and shopping experience as a statement in style and
accessible luxury. The Village Cinemas design presents as a new dramatic brand
expression reflecting contemporary lifestyle values within a multi media
entertainment experience,” says the team, headed by Village Cinemas Director of
Architecture, Chris Johnstone, regarded as a pioneer in cinema design for 30
years in over 20 countries.
The way the designers describe it, the place sounds more like an art
installation than a multiplex:
“The main lobby space reveals as a lofted volume with dramatic form and shape,
staged theatrical lighting casts soft colour and graphics onto expressed
surfaces. The design incorporates natural elements, stone and textures combined
with sculptured custom carpets, inset timber gallery style flooring and designer
“The combination of walls, beams and floating ceilings creates a visual
perspective to the grand stair and portal entry that accesses the elevated
“The arrival area is a mixture of metallic and gloss surfaces, concealed
lighting within a restrained brand presence.
“View lines into Gold Class reveal an interior of bold accents and high-end
design finishes. The Gold Class lounge is a meld of theatre, art and style, an
intimate lounge area expressing occasion and mood. A rich and textured ambience,
soft lighting and screened views. A palette of luxury fabrics and burnished
timbers, custom designed lighting, furniture and modern artworks.
The Gold Class auditoriums feature a new design in reclining lounge style
seating upholstered in burnt-orange suede and set-off with a dark chocolate
"wall to wall screens and state of the art sound and
“The cinema’s access foyer is a journey through black reflective and metallic
wall surfaces along a gallery walkway that is softly lit and featuring Hollywood
narrative art works.
The VMax auditorium and mainstream cinemas are equipped with wall to wall
screens and state of the art sound and projection. Charcoal black interiors,
deep textured carpets and gold accented high back stadium seating create a
Published October 16, 2008
Email this article