Megarama, under the leadership of Group President & CEO Jean-Pierre Lemoine, has launched its 30th site, the Givors Megarama, demonstrating a firm commitment to a premiumization strategy with a jewel of a multiplex. Located strategically in Givors, Lyon, adjacent to the historic "chimney of oven number 8," a relic of the city's industrial heritage, the multiplex not only marks Megarama's return to Lyon but also heralds its dedication to delivering a technologically superior cinematic experience.
Featuring the operator’s second IMAX screen, 4D E-Motion, Megarama’s own Horizon premium large format (PLF) and THX certification, it is a testament both to commitment to cinematic excellence and the evolution of the cinema format in the city where the Frères Lumière created the cinematic technology art.
Technological Brilliance Amidst Industrial Heritage
Situated on a site acquired in 2020, the Givors Megarama features seven auditoriums with a total of 1,200 seats. Jean-Pierre Lemoine emphasized technological excellence at the inauguration, stating, "We did not want to build the largest or most aesthetic cinema but technologically the best, with the best in terms of sound and image." This is noticeable even from the approach to the building, with its white columns and tall glass front, seductively lit up at night.
The cinema complex, accompanied by a 200-space car park, signifies a commitment to technological superiority rather than sheer size or aesthetics. It is not as large as the next Megarama complex, with a 14-screen site opening in Boulogne-sur-Mer in the spring of 2024. But with more than 40% of the screens dedicated to premium, it gives audiences a choice of ways to see films, ranging from excellent to superior.
Premiumization Through Cutting-Edge Formats
Among the seven laser-projector equipped auditoriums, the Givors Megarama includes three premium formats: IMAX, 4D E-Motion, and Horizon. Jean-Pierre Lemoine articulated the group's vision in a comment to Boxoffice Pro, saying, "What were we trying to do? We did not want to build the largest or most aesthetic cinema but technologically the best, with the best in terms of sound and image."
1. IMAX cinema: With 339 seats, this marks Megarama's second IMAX theatre in France, following the success of the Megarama Bordeaux. The agreement with IMAX includes the rights to four documentaries, selected for special screenings across the 18 other IMAX theatres in France.
2. 4D E-Motion Room: Featuring 68 seats, this auditorium is the fourth of its kind in France, developed by Lumma, offering a multisensory experience synchronized with the film.
3. Horizon Room: This in-house format, branded Horizon, guarantees a premium cinematic experience. Olivier Labarthe, deputy general manager of the group, stated, "Our premium-labelled rooms are a guarantee of quality, guaranteed by the brands' very demanding criteria regarding sound, 4K laser image, and comfort." The THX was certified by Steve Martz and CinemaNext’s Richard Bonne.
Megarama's Strategic Expansion
The Givors Megarama strategically targets a popular location seeing population growth, aiming to welcome between 275,000 and 300,000 spectators annually. Olivier Labarthe highlights Givors' significance, stating, "It is a very important town, with a developing population base and which presents a great potential for cinema admissions."
Megarama's portfolio has expanded with ten new sites since 2019, including acquisitions such as Ciné-Pincevent in Chennevières-sur-Marne and the Grand Forum in Dieppe. The Megarama circuit now comprises 30 sites with 229 screens, with over seven million admissions to-date in 2023.
Installation by CinemaNext France
The state-of-the-art technology at Givors Megarama, including the laser projectors by Barco, JBL and QSC speakers and amplifiers, and THX certification, was installed by CinemaNext France. Olivier Labarthe acknowledged the importance of quality, stating, "Our premium-labeled rooms are a guarantee of quality, guaranteed by the brands' very demanding criteria regarding sound, 4K laser image, and comfort." The CinemaNext France team worked continuously with Megarama to realise the vision of a multiplex driven by the quality of the audio-visual presentation and enjoyment of the audiences.
The Givors Megarama stands as a testament to Megarama's dedication to technological excellence, premiumization, and strategic expansion. As a small multiplex with a big focus on premium formats, it sets a new standard for cinematic experiences in Lyon, offering a diverse and immersive range of options for movie enthusiasts. For a city that saw the birth of the Seventh Art almost 130 years ago, the seven auditoriums of Givors’ Megarama promise a bright future for the cinematic art in Lyon and beyond.
Sources:
https://www.boxofficepro.fr/le-megarama-de-givors-ouvre-ses-portes/
Megarama Strengthens Premiumization Strategy with Opening of Givors Multiplex in Lyon