Village Cinemas and Mattel partner to create interactive cinema for kids

Australia’s first interactive children’s cinema has launched as part of a partnership between Mattel and Village Cinemas Australia.

The ‘Vjunior’ concept  is driven by Mattel’s Hot Wheels cars and will feature digital, physical and interactive zones in a movie theatre space allowing children to play and watch films.

Hot Wheels Cinema

The cinema will target children aged 3-10 and their parents with features such as range of seating options for parents and kids, volume settings and brighter lighting.

Mohit Bhargava, general manager of marketing and sales at Village Cinemas Australia, said: “We’re very excited to have a truly iconic brand join us in launching Vjunior- in what will be a first in national cinema concepts.”

“We share a common goal of delivering thrilling experiences through innovation, and together we look forward to providing our consumers with a truly unique cinematic adventure,” Bhargava said.

Hot Wheels Cinema

Chedney Rodgers, marketing director at Mattel said: “This latest innovation delivers exhilaration and achievement to junior cinema goers.”

Vjunior, driven by Hot Wheels is a place where children can let their imagination run wild and share in the joy of creativity and learning in the ultimate interactive cinema experience,” Rodgers added.

As part of its involvement, Hot Wheels will also provide cars and car tracks at the venue as well as a Mega Blocks Wall.

All Vjunior marketing and communications, screen advertising and interactive digital screen integration will have Hot Wheels branding.

The cinema will open in Westfield Southland Melbourne on December 1with the premiere of the new movie ‘Trolls’.


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