Event cinema is set to become big business both in fully digital cinemas in the UK. Cinemas that have invested in the very best digital screening technology can now harness their capacity to run non-conventional programming including live theatre, multi-player gaming and screening of live sporting events. Tim Richards from Vue Cinemas (one of Tutor2u's major commercial partners) is interviewed here by the Economist about the opportunities of event cinema to serve a more diverse audience and leverage the assets of a cinema to improve profitability. Vue has certainly been in the forefront of making huge investments in fully digital projection on huge screens - this is just one of the reasons we love hosting live Tutor2u events in some of the top Vue facilities in the UK. Watch the six minute interview and consider some of the non-price factors that are important in winning the battle for market share in the cinema industry and in broadening the appeal of cinemas to a wider range of audiences and tastes.