The Filmax Gran Via Cinema Complex, located in the Gran Via 2 Shopping Centre, opened their doors 15 years ago, with the boom of this business model based on mass consumption and leisure that led to the filling of urban centres of many shopping centres, combining shops, restaurants and multiplex cinemas. After this golden era and faced with a change of paradigm, the client is looking for a project to straighten out the cinemas: reduce their size by optimising their operation and offer an experience beyond what happens inside the theatre.

OPERATION AND EFFICIENCY:

SINGLE POINT OF SALE
The conventional concept of lockers is eliminated, disregarding the volume intended for this function in the restaurant terrace of the shopping centre. At the main counter, the public can now buy cinema tickets as well as popcorn, drinks and others in a single queue.

REDUCTION IN THE NUMBER OF ROOMS
Cinemas are reduced from 15 to 12 screens. These rooms will be converted into a bowling alley, which will be accessible from the cinemas.

ELIMINATION OF BARRIERS
In the previous distribution, the hall of the cinemas was completely closed to the public except at a single access point where the entrance was blocked. These barriers have been removed, delaying the access passage and opening up the hall, taking over the entire floor and facilitating free movement. You no longer need to go to the cinema to be able to consume their products.

WORK OPTIMISATION
With the execution of the previous points, a counter is obtained that allows the worker to carry out all the jobs without moving or interfering with the circulation of the public: replenishing the products of the points of sale and the warehouse, selling tickets, selling drinks, popcorn and sweets, control access to the different rooms, control the dynamic digital contents, control the lighting of the space.

WORK HIERARCHY
The new bar, made up of the counter and the work furniture, means that the 10 points of sale work only as such and that, from behind and in direct contact with the warehouse, two workers go about facilitating all the products that need to be replenished.

ENVIRONMENT:

SECTION
The entire false ceiling is demolished, so that the section of slabs from the stands of the cinema rooms remains above the hall, in view, enriching the concept of entering the cinema with its skeleton. Given the great height in some points, a comfort height of 2.70m is chosen, up to where all the elements and coverings will reach. From this height, there are only visible installations and structure, painted in the same unifying colour.

INFORMATION
Faced with the original disorder and randomness, the choice is made to organise the digital information along two axes. The first, frontal from the entrance and parallel to the counter, will announce the times of the films, drinks and other consumables. In the perpendicular direction, and shielding the original pillars, it will contain the billboards for the films and trailers. The architecture will be changing to the extent that the information will be, dynamising the space.

LIGHTING
The experience of entering a cinema is, among other things, the transition from light to darkness. At a height of 270cm, a substructure is created to support all the lighting arranged in continuous strips that, with their zig zag, guide from the doors to the entrance to the rooms. The hall therefore becomes the first gradient of darkness.

PAVEMENT
The darkening of the entire atmosphere is topped off with a black terrazzo of large white aggregates which, simulating the effect of dropped popcorn, helps to avoid the feeling of neglect during peak service hours and the impossibility of cleaning.

ENTICEMENT
Within the ensemble, a sweet cart with a reticulated geometry, stands out as a singular, dissonant and wheeled element. This element can vary its position, which changes according to the day and the use of the rooms.