Empire Cinemas Standardise on J2 Retail Systems' EPos

Empire Cinemas installs 142 J2 touchscreens

Newest operator on the UK cinema scene, Empire Cinemas, have announced that they are close to completing the point-of-sale technology refresh programme which has seen new PC-based touchscreens from J2 Retail Systems (J2) installed across their 17-venue, 142-screen estate.

Empire Cinemas was created in 2005 and acquired cinemas from the merged businesses of Odeon and UCI, and Cineworld and UGC. These include The Empire in Leicester Square from which the new company has taken its name and which is now its flagship venue. New point-of-sale technology has been one of Empire Cinemas’ first and most significant investments.

As IT Director, Julian Timm, explains: “Across the sites we acquired, we found four different operating systems. They, in turn, were supported by four different organisations. This was a real management challenge. It was clear that we needed to consolidate our technology and support to just one supplier, in order to rationalise business processes and reduce ongoing support costs.”

J2’s response to Empire’s invitation to tender was found to be the most competitive. Continues Timm: “Whilst most vendors would provide only a 12-month equipment warranty, J2’s trademark warranty extends to 3 years.”

Empire Cinemas opted for J2’s latest model, the 560, with 15” screens, and have made use of the its flexible mounting. The units are counter-mounted for box office use and placed on stands for combined ticket and concession sales. This enables screens to be swivelled around to show cinema-goers seating plans.

A J2 560 is also fitted within the self-service kiosk in each cinema lobby. Here, customers can purchase tickets and collect those previously ordered via the Empire web site or telesales operation. In future, concession goods will be available for kiosk ordering and payment.

Empire Cinemas are now in the final stages of rolling out J2 touchscreens to every venue. Julian Timm describes how consolidation onto a single retail system has been a productive move and has enabled Empire Cinemas to achieve their goals.

“We now have a single piece of equipment as standard across the estate, and it is embedded within ticketing booths, concessions and at every point-of-sale. With one range of EPoS and one supplier to deal with for support, we have a solution that’s far neater, better and easier to maintain.”

Empire can now sell tickets and concession items from a single point-of-sale. “As a result of being able to purchase their ticket and their popcorn and drinks at the same time, customers noticeably increase their spending.”

Support for Chip & PIN processing also came with the new J2 tills. Whilst previously only accepted in the box offices, all Chip & PIN debit and credit cards can now be processed at every point-of-sale. This has proved to be another factor in encouraging cinema-goers to spend more.

A further benefit is a more efficient use of equipment and more cost-effective use of staff. At quiet times in certain cinemas, it is now practical to close box offices and sell tickets via the concession counters.

“Our J2 systems are giving us savings in staff costs and making for a sensible use of our resources. By selecting J2, we have reduced our capital costs and our ongoing cost of ownership,” Julian Timm concludes.