Odeon has won a tender to programme the BFI IMAX Waterloo venue and will ramp the site’s concession offering.

Following a tender process, Odeon has been selected to programme the BFI IMAX Waterloo venue. The programme is expected to remain largely the same with a focus on mainstream features, alternative content - including live opera and theatre - and educational presentations.

The UK and European exhibitor will upgrade the retail and bar offering during August and September - including the introduction of a Costa coffee shop and frozen yogurt bar.

The venue will be added to the Odeon website and booking system and tickets will no longer be bookable via the BFI IMAX website or booking phone line.

The cinema will continue to be called the BFI IMAX and the ownership will remain the same.

Julie Pearce had run the BFI’s IMAX programming and will now continue to programme at the BFI Southbank.

Amanda Nevill, CEO, BFI said: “The BFI IMAX is not only a unique and iconic cinema but over the past five years has been transformed into a thriving commercial success. It’s in great shape for ODEON to help us now build on this success.”

Rupert Gavin, CEO of ODEON & UCI Cinemas commented: “ODEON are pleased to be able to announce this new concession agreement with BFI IMAX.  It’s a pleasure to be working together with the BFI, who support and encourage the development of the UK film industry, and we hope to be able to offer both ODEON and BFI IMAX guests the very best service and selection of films.”

Twitter: @andreaswiseman

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