Experiential design firm Holovis is expanding its portfolio, launching a new company dedicated to creating attractions for the cinema market.

Called Extended Cinema, the new business division will apply Holovis' technology design expertise to cinemas, developing location-based entertainment offerings, which cinema-goers will be able to use before, after and even during a movie experience.

The new venture is being headed up by Heather Blair with support from Holovis business development manager Hayley Kenney.

Prior to joining Holovis, Blair developed products within the interactive technology and motion theatre market, working with major film studios to procure titles to be programmed for 4D, then with theatre chains to bring them to life as a premium offering. In March, Blair was named among the Top 50 Women in Global Cinema by Celluloid Junkie – a leading online resource dedicated to the global film and cinema business.

"All our solutions are scalable, self-sufficient in operation and configured for the exact needs of the market," said Blair, speaking about the launch.

"Our team allows us to provide a full turnkey solution, from media and content creation through to software configuration and engineering design and delivery. All of this will be done it such a way that the operator can regularly layer new content and customisable variations while obtaining real-time data analytics and behavioural feedback."

Extended Cinema is split into three categories, the first of which is lobby experiences. In this area, Extended Cinema will offer pre and post-show entertainment options, generating new monetisation opportunities for movie theatres. The second category focuses on pre-show and audience interactivity, with new interactive experiences designed to maximise on-screen engagement and make cinema-goers want to take their seat. The third expands on the 4D Theatre model, with Holovis' technology using effects such as water splashes, wind gusts, scents and physical prods to create a multi-sensory experience designed to complement the genre of the film.

"As we gained a deeper understanding of the state of the cinema market, it was clear that there is a strong synergy between the experiences we are creating for attractions and the needs of theatres," said Holovis CEO, Stuart Hetherington.

"Heather’s passion for cinema is certainly infectious, she knows the industry inside out and her creativity and imagination knows no bounds, so we're confident this will be an exceptional partnership."