Opening December 1 at Village Cinemas Southland in Melbourne, Village Cinemas will proudly introduce Vjunior – Australia’s First Kids Concept Cinema – a cinema for kids, designed by kids created by agency Hive Creative.

Village Cinemas Australia, in partnership with one of the world’s leading toy brands Mattel’s Hot Wheels, provides a family friendly cinema combining two things that children love – movies and play.

The in-cinema experience will include a slide to encourage playtime and other activities for the kids, including a range of seating options available, from custom-fit bean bag seats and lounges for the kids to more traditional seating for the parents.

Hive Creative was tasked with the strategic brand development and creative launch campaign for this exciting new cinema concept.

David Buttigieg, creative director at Hive Creative, congratulated Village Cinemas as an innovator in a range of cinema experiences and spoke of the research undertaken to create Vjunior.

“We undertook a customer focused approach to Vjunior and tested our ideas with kids and observed the way they played and interacted with their environments, this is where a cinema for kids, designed by kids was born from.”

Furthermore, he added, “Our aim was to create a warm, inviting brand for families that complimented a richer, more meaningful experience with Village Cinemas.”

Vjunior is the complete child-friendly cinema with modified volumes and lighting levels, a shorter pre-show, and an intermission allowing for additional socialising, snack and bathroom breaks. A new kid’s menu will be available, accompanied by a coffee cart for parents to enjoy.

General manager of sales and marketing for Village Cinemas Australia, Mohit Bhargava, said the concept is designed to appeal to patrons who are looking for a more relaxed and fun environment without a formal cinema structure.

“Vjunior is a first in Australian cinema. The intent is to create a space for parents and children alike to enjoy the magic of movies in a tailored environment.

“Looking after our younger guests is important to us, and launching this concept shows how Village Cinemas continuously look to innovate and cater to all ages.”