Vpremium is the latest cinema concept to have recently launched in Australia by Village Cinemas, which is exclusive to Melbourne with two Vpremium Cinemas being opened at Jam Factory cinema. Village Cinemas Australia CEO Kirk Edwards said Vpremium provides a step up from the traditional cinema-going experience for a few extra dollars. Mr. Edwards added that Vpremium is designed as a “date-night” cinema experience with a more intimate 180-seater cinema (roughly half the size of a standard Village Cinema) with large comfy seats grouped in pairs, an exclusive tasty menu with alcohol permitted.
“Launching an additional premium cinema offering is another example of Village Cinemas pioneering innovation within the cinema industry,” Mr. Edwards said. “We are excited to be able to offer this unique cinema concept exclusively at Village Cinemas Jam Factory, where patrons can enjoy the latest blockbuster in a relaxed environment.”
Mr. Edwards announced that Vpremium will be partnering with like-minded brands such as UBER and Peroni to launch the cinema experience. As an added kicker, the first 10,000 customers to book tickets online will receive up to $35 off their first UBER ride.

Editor’s Note: Village Cinemas was the first exhibitor in the world to introduce the premier cinema concept Gold Class in 1999, which then went on to launch in the USA and Europe