Regent Street Cinema


The Regent Street Cinema was re-opened by the University of Westminster in May 2015,

reinstating one of the most historic cinemas in Britain to its former grandeur. The

Roundhouse was commissioned to develop a new identity and visual personality,

photography, all marketing collateral, launch film and responsive website which is highly

optimised for mobile.


The site user experience was mapped out in detail through wireframing and exploration of

user journeys. Our prioririties were to make it easy to find out what films are showing, to

display film and other relevant information attractively and to enable ticket purchases. The

site utilises a number of mechanisms to enable conversion, for example, a quick book bar

(searchable by film title or date), a date diary presented by list or calendar views, and a mini

calendar selection tool. The full calendar view provides a montage of all films showing over

the upcoming month.


The site is integrated with Oscar, a ticket purchasing solution from Savoy Systems which

provides the functionality relating to both online and offline (EPOS) ticket sales. All film

related data is controlled via Oscar and the API integration displays this appropriately on the

WordPress site. One of the cinema’s unique propositions is the number of double bill

features. Custom functionality has therefore been developed in conjunction with Savoy

Systems to enable customers to purchase films within a double bill either as a single film or

at a reduced price for the double bill.


Google Analytics and heatmapping software has been utilised from launch to monitor

performance of the site and behaviour of visitors to inform usability enhancements. Since

launch the site has had a high conversion rate with 1 in 7 visitors accessing the check-out