Holovis launches new Extended Cinema venture

Holovis has announced the creation of a new business division. Extended Cinema, where the company will apply its technology design expertise to create a new out-of-home, location-based entertainment category.

The solutions use interactive, immersive and event enabling technologies to put the guest in control, whilst driving additional revenue streams for the movie theatres.

Extended Cinema’s experiences will be designed to connect with audiences before, during and after the main event, creating additional brand partnership and sponsorship opportunities. These include:

  • Lobby experiences: interacting with customers from the moment they arrive and generating additional monetisation opportunities
  • Preshow and audience interactivity: maximising on screen engagement with interactive experiences that make customers want to take their seats
  • 4D Theatre spectaculars: immersing audiences in a complete multisensory adventure with motion perfectly synced to the media and a plethora of SFX options including splashes of water, gusts of wind, scent and physical prods, uniquely designed to complement the genre of the film.


Heather Blair, whose career spans three decades in the entertainment industry, holding director level positions within publishing, sales and marketing, heads the new division up. Additionally, Hayley Kenney, a business development engineer at Holovis, will be supporting Heather with product design and development, drawing on the expertise and resource of the whole Holovis team.

“All our solutions are scalable, self-sufficient in operation and configured for the exact needs of the market. Our unique and multifaceted team allows us to provide a full turnkey solution, from media and content creation through to software configuration and engineering design and delivery. All of this will be done it such a way that the operator can regularly layer new content and customisable variations, whilst obtaining real-time data analytics and behavioural feedback.” Heather explained.


Stuart Hetherington, CEO of Holovis commented: “From the moment we met Heather and gained a deeper understanding of the state of the cinema market, it was clear that there is a strong synergy between the experiences we are creating for attractions and the needs of theatres.

We are incredibly excited about this new venture, Heather’s passion for cinema is certainly infectious, she knows the industry inside out and her creativity and imagination knows no bounds, so we are confident this will be an exceptional partnership.”

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