A night out at the flicks is an event for some. So first impressions count. You approach the building with a bold entrance. You enter the main hall which should be cathedral-like in its scale and impression. Throughout it should feel “special.” After all we are implored to make the customers’ day “special.” But in a simplistic way what should happen before everything else is recognising you are approaching a cinema.

This new building changes the rules. One could say it compromises the lot for the sake of squeezing it on top of a shopping mall. The priorities are definitely with the major shopping chains. On my first shift a retired gentleman having a look around the site approached me and engaged himself in an animated discussion about the poor visibility of the site. And how right he is. Yes, there are large signs stating very clearly there is a cinema in this building somewhere – but where?

The main entrance is shared with a bowling alley and a well known restaurant chain. Both of which have clearly visible signs above the entrance. So why does the cinema chain have some grayed out sign hidden by glass? One has to look twice to see it and ask the question is this where we go in then? There is simply no single obvious sign to say “yeh, here we are!”

So one goes up the escalator and is presented by the box office. So, no cinema yet then?  The experience of purchasing cinema tickets is best described as clinical, and a wee bit cold judging by the lack of heating in this area. Frankly, one is left nonplussed. No sense of anticipation or excitement at all. Then up yet another flight of escalators into the main concessions hall.  No one knows its there and have to ask!  Oh, and if you booked by phone the machines are hidden around the corner…

The curious feature of the concessions hall is how one feels as if one is entering by the side door. No grand entrance, no sense of anticipation by being in a large hall full of customers For a large cinema it does not give off that impression. When I walk in to cinemas through the front door I stop and take in the surroundings – 180 degree absorption of everything on offer. Here the customer is entering at the side so there is some dislocation. On busy days the view will be blocked by the rows of queues for concessions.

One has to walk to the right to get bearings of where all the features are in particular the entrance to the screens. What on earth were they thinking?

The design of the piece de resistance – the largest screen has a few hilarious flaws in it too. The private boxes are too low and have already attracted unwanted attention.  The private box to the farthest left (and the seating in front) is, err, too far to the left, and, as a result, has been pitched at a lower ticket price.  The back row of seats starts and then, well, runs out space to continue.  So it just stops.