Cinema chain Odeon is set to open its screens to gamers, allowing people to play video games on a full theatrical-size screen.
The company revealed the new service, called Big Screen Gaming, on social media.
The move comes as the cinema industry struggles to cope with the effects of the coronavirus pandemic, and a resultant scarcity of tentpole releases.
Earlier this month, Odeon announced it would be closing some of its cinemas during weekdays, as a result of reduced demand.
To book a screen for Big Screen Gaming, people should email Odeon directly to solicit a quote. Reports suggest that the pricing begins from £100.
The move comes after a similar service was offered by US theatre chain AMC.
Controversial YouTube personality PewDiePie posted a video of himself playing Super Smash Bros Ultimate in a cinema on his Instagram stories, which has since been removed.
Odeon is far from the only cinema to face uncertainty in the wake of the coronavirus pandemic.
Vue cinemas announced that around a quarter of their venues will be closing for three days a week, and the Cineworld and Picturehouse cinema chains have closed entirely for the foreseeable future.
Prior to Cineworld’s announcement, it was revealed that the release of the forthcoming James Bond film No Time to Die would be postponed from November until Spring 2021.
Several other high-profile blockbusters set for release this year have been pushed back to 2021, including the Frank Herbert adaptation Dune, and the Marvel Cinematic Universe film Black Widow.
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