Cineworld Sheffield film fans are getting the VIP treatment after turning the venue into the brand's best performing cinema in the UK, bosses revealed.
The first two 40-seat Cineworld VIP Experience theatres in the country have officially opened at the 20 screen complex - boasting 'lazy boy' style electronic reclining seats, all you can eat buffet and unlimited cinema snacks, soft drinks and a paid bar.
VIP sop star guests at the launch included The Only Way Is Essex star Mark Wright and his wife, ex-Coronation Street star Michelle Keegan - spending quality time together before the actress flies to South Africa to film BBC drama Our Girl.
Michelle shared an Instagram photo from the fun night showing them tucking into nachos and popcorn at the cinema - shared by tens of thousands of fans.
VIP Experience tickets will cost cinemagoers £29 but the investment rewards the support of local film fans for making the venue so successful, said chiefs at the launch.
The leather seats, generously sized and each with their own swivel tray, are fitted with electronic push button controls, to raise your feet and recline.
It follows the recent launch at Cineworld Sheffield of a new IMAX® with Laser and a 4DX theatre, only the second fully immersive auditorium in the UK, with motion seats and atmospheric effects.
The Valley Centertainment complex, off Broughton Lane, has undergone a multi million pound make over, including new digital signage screens in the foyer and other areas.
Justin Skinner, Cineworld Marketing Vice President, revealed details at the VIP Experience launch, at a special preview screening of The Revenant.
He said: "We are delighted to bring this VIP experience to the people of Sheffield. We have brought a new innovation, something new after bringing IMAX with Laser, which we haven't got anywhere else. We are delighted to bring VIP as part of a huge refurbishment, a multi million pound investment that we've given to the cinema.
"It is our best performing cinema. We have 89 cinemas across the UK, including one in Dublin. We are part of the Cineworld group, which now has over 2,000 screens across the UK, central, Eastern Europe and Israel. And we are growing.
"Over the course of 2016 we are looking to open another five or six cinemas in the UK. Our vision is to be the best place to watch a movie, to be able to bring that to all of our customers and to invest in refurbishments, like we have done in Sheffield, is what we are all about, making sure that customers love coming to watch the movies on the big screen, day in, day out."
The official launch comes just weeks after it opened before Christmas and Matthew Eyre, Cineworld Operations Vice President:, said: "Generally speaking it's been a phenomenal success. The customers who have come in have not complained about the price, they have loved the product and all said this is the only way they are going to watch a film from now on."
Karen Godfrey, Cineworld Sheffield General Manager, explained how the push button seats work. She said: "You sit on it, press where you want to position your legs and your back - and it moves, and you just lay there. You can put your feet out and stretch out like you're in your own front room."
Whether it’s a birthday, a night out with friends or date night, the VIP Experience caters for all special occasions and is also available to hire for corporate events, she explained.
For more information on Cineworld Sheffield and to book tickets for the VIP experience visit www.cineworld.com/sheffield.