Events and entertainment venue Lumiere is set to open in The Mercury Shopping Centre on March 3 – and parent charity Romford Film Trust has issued an update on how it will run.
Replacing the former Premiere Cinemas, Lumiere is intended to offer a “central London” experience but at a “fraction of the price”.
This involves being firm on anti-social behaviour from “noisy unmanaged teenagers” and “people continually on their phone” – which might have put visitors off seeing films at a Romford cinema before, said Romford Film Trust chair Spencer Hawken.
READ MORE: Lumiere to replace Premiere Cinemas in The Mercury, Romford
Spencer added that the key to Lumiere’s success will be its membership model.
He told the Recorder: “We never set out to create a cheap cinema experience for those who don’t become members – it makes no sense; they can carry on using the regular mainstream cinema at The Brewery.
“Our target was the 20 per cent of the potential audience from Havering and Redbridge who currently venture into central London to have the type of experience we’ll offer, at a fraction of the price.
“These people want a more discerning offer, that doesn’t require them adding two hours to their night to get to and from a central London venue.”
Romford Film Trust previously said it would raise £750,000 over three years to transform the site, but has now confirmed that the initial goal is £100,000.
Spencer says a key use of this will be to improve accessibility.
“Currently, it’s almost impossible for someone who has accessibility issues to visit the space.
“You have to take a lift to level 3 of the centre and ring a doorbell to gain admission, but then they have the issue of accessing screens – the doors are heavy, and there’s only about one space, if that, in each screen for those with disabilities.
“There’s a low-level area to be served food and drink, but payment is at a higher level – then how do they get those items to the screen without spilling them?
“We want everyone who visits to feel they can do everything and go everywhere without needing a carer to be with them or feeling they need support from external parties.”
The remaining £650,000 will be raised through memberships, which are priced at £30 a year.
Lumiere has already passed 10pc of its £100,000 goal on its crowdfunder, which closes on January 15.
For more information, visit www.crowdfunder.co.uk/p/lumiere-romford—former-premiere-cinema.
