Cineworld is looking for a change of use for the former Screening Rooms and VIP cinema area on the ground floor
Cineworld in The Brewery, Cheltenham(Image: Andrew Higgins)
Cineworld in Cheltenham is seeking to bring a golf simulator to run alongside the latest blockbusters at its Cheltenham multiplex.
It is looking to diversify its business at the Brewery Quarter in the town centre after what planning documents describe as “the failure of the current VIP experience area” at Cineworld which was brought in five years ago.
The introduction of a golf simulator would replace the “current Cineworld VIP experience located on the ground floor of the unit” – the cinema screens on the first floor, including the IMAX screen, would continue.
Documents submitted to Cheltenham Borough Council as part of an application for a change of use from a cinema say: “The proposal is seeking a change of use to facilitate the diversification of the unit and reflect the opportunity presented to Cineworld to provide a golf simulator within the unit, as a joint venture into the leisure space following the development of new technologies.”
The golf simulator would be within metres of Mr Mulligans, a crazy golf course featuring two UV Rooms, and the Hollywood Bowl bowling alley.
The former VIP experience at Cineworld(Image: Samuel Port)
It was back in spring 2024 that Cineworld wrote to customers to say a special VIP £24.99 cinema ticket deal at Cheltenham was being axed from Wednesday, May 8.
The VIP package at the town centre cinema included access to an exclusive lounge, complimentary dining and unlimited snacks and drinks.
The special ticket was heavily trailed by the cinema in Cheltenham before screenings. People were shown tantalising shots of food and drink while being greeted by smiling staff.
A Cineworld spokesperson said at the time: “To meet customer demand for more affordable luxury cinema experiences, we are turning these screens into a recliner offering with a small uplift added onto the regular 2D ticket price. We are looking forward to announcing more details on this offering very soon.”
Cineworld had a refurbishment in 2019(Image: Samuel Port)
Cinema-goers had recently had the chance to see films such as the new Superman movie in the ground floor part of the cinema building (Unit 10) – which used to be The Screening Rooms.
A covering letter submitted to the council from Zesta, a planning and development consultancy, said: “This new leisure use will seek to replace the current Cineworld VIP experience located on the ground floor of the unit.
“This follows the failure of the current VIP experience area as part of the 2019 refurbishments which included a new 4DX screen, VIP screening rooms and high-tech motion seats, along with a Starbuck sand new entrance to the VIP area. Resulting in the need to repurpose the area to better utilise the space.
“The current use includes for a hospitality offering of bar/food… and it is proposed that this remains to supplement the new proposed facility.”
And it adds: “Importantly, the existing operating hours of the unit (8am–2am daily, permitted under application ref.09/00349/CONDIT) will remain unchanged.
“The internal use of the unit for golf simulation activity is not anticipated to generate any additional noise, light, or disturbance beyond the existing permitted use. The building benefits from high levels of acoustic insulation and is designed to accommodate cinema activity, which has similar or greater acoustic impacts than the proposed use.
“As such, no harm is expected to arise to the amenity of neighbouring occupiers, including nearby residents, businesses, or visitors to the leisure complex.”
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