Canadian operator Cineplex has reinvented its Playdium concept, the major FEC brand, to update its image for mid-sized communities across the country.

Cineplex

The new branding will see more content aimed at teenagers and designed to bring in the young adults, encouraging them to visit along with their families.

Cineplex director of communications Sarah Van Lange said Playdium “presents huge opportunities to incorporate and leverage our internal expertise with both Cineplex Digital Media and Player One Amusement Group, but will operate as a separate business within the Cineplex family, similar to the way that The Rec Room operates within our group.”

The locations are all of around 30,000sq.ft and will include ranges of classic games, plus redemption and other attractions such as virtual reality, climbing walls, bowling, rope courses and laser tag.

The company anticipates opening between 10 and 15 new Playdium FECs across Canada in the next few years, beginning with Whitby, Ontario.