FILM fans are being promised an exciting new era at Lowestoft’s main cinema as it prepares to relaunch itself after a £200,000 refurbishment that will allow it to show the latest movies in digital and 3D format.

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The Hollywood in London Road South is also set to a name change as it becomes East Coast Cinema as part of major drive to safeguard its future and fight off competition from multiplex rivals in Norwich and Ipswich.

The technical overhaul, which has been completed this week after 12 months of planning, has seen all four of the cinema’s screens upgraded, with brand-new projection equipment installed.

Its owner, East Coast Cinema Ltd, says this will enable to show new films in the new, enhanced digital format with “improved picture and sound quality along with access to even more movies on release date”.

Managing director, Michael Hansell, said he was very excited by the improvements. He said: “A year ago we had to put our conventional refurbishment on hold to focus on this very expensive, but necessary upgrade to our projection equipment. It has taken a lot of time and effort to make this happen and to ensure that we upgraded all four of our screens and, the best thing of all, we’ve achieved this huge improvement without increasing ticket prices.

“We will continue showing great movies, at a better quality for the same price.”

By investing in its facilities, the East Coast Cinema says it is aiming to strengthen its position as “a very real alternative to multiplexes while securing the future of cinema in the town for many years to come”.

The improvements have seen all four of its screens made “3D ready”. But Mr Hansell said that with this making films more expensive to show, this option will be used sparingly and only one screen would be enabled at any one time.

He said: “As most people are all too aware, 3D means a substantially higher ticket price and this goes against our pricing policy of best possible value. However, after looking at various business models we are very happy to announce that we’ve found a way to deliver 3D for just £1 extra per ticket. This is significantly cheaper than any other 3D cinema in the area and you can use your own polarised 3D glasses.”

But he stressed: “Standard 2D movies are here to stay and preferred over 3D by many of our customers. We are supporting both formats and will continue to do so until technology moves on, but that could be some time yet.’

Mr Hansell, who has worked in the cinema industry since he was 15 and oversaw the purchase of the Lowestoft site from Norwich-based based Hollywood Cinemas two years ago, said he was looking forward to the future.

“East Coast Cinema Ltd took over here in 2009. Since then we have been successfully working alongside Hollywood Cinemas while independently improving the Lowestoft site. With digital projection and 3D we move in a new and exciting direction and feel that now is the right time to split away from the group,” he said.

East Coast Cinema launches itself into the 3D era today with the Shrek spin-off movie, Puss in Boots. 3D glasses are on sale from the cinema for just £1. For information, ring the box office on 01502 564 567.

7 comments

  • How I've read the article, ALL the screens have been upgraded...I think this is excellent, I can now watch 3D at my local cinema at a good price, instead of driving the kids all the way to Norwich aswell as spending a fortune on ticket prices.

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    Monkee

    Friday, December 9, 2011

  • Also i forgot to add the upgrade is probably only in screen one which only shows the premiers so unless your willing to sit in a full house all the other screens are even smaller such a shame.

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    vinny.p

    Friday, December 9, 2011

  • Something really positive for Lowestoft - what a shame the first 3 comments are so negative! Personally, I'm sure that this significant investment by a person that so obviously loves film is fantastic news and I wish Michael Hansell success for the future.

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    DWW25

    Tuesday, December 13, 2011

  • I think this is wonderful news! I would much rather pay to go to an independent cinema than a big chain cinema. It's brilliant that Michael is investing his time and money on bringing something good to the area. Vinny p you clearly haven't even read the article and have probably not visited this cinema since 1970, so before you criticise I suggest you give it a visit.

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    The Zoid

    Thursday, December 15, 2011

  • This is great to hear but sadly we need a proper cinema in town. The screens in the hollywood are more like wide screen tv,s so to see a decent film you really have to go to norwich. I really wish we had a proper cinema in lowestoft they should have never destroyed the odeon in the town.

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    vinny.p

    Friday, December 9, 2011

  • Brilliant news and just what we have been waiting for! The service in this cinema has always been excellent, so combined with these upgrades (on all screens) its a no brainer to save money on fuel and ticket prices and have a great Local cinematic experience. I for one will be visiting with my kids rather than driving to Norwich to fund the 'big boys'. Well done East Coast Cinema, for making a better experience more accessible.

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    Matt

    Saturday, December 10, 2011

  • Can you still hear screen one through the back of screen two? That was always a problem..

    Report this comment

    servalan

    Friday, December 9, 2011

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