Hammersmith and Fulham (Parliament Politics Magazine) – Plans to convert part of a Hammersmith and Fulham cinema into an indoor sport and fitness venue could see its number of screens almost halved.
The current theater at the Hammersmith and Fulham Broadway Vue, which is situated in the shopping center, is said to be too large and not living up to “market expectations,” thus it will be reduced from nine to five screens.
Vue and Fulham Broadway Retail Centre have been asked for their opinions.
The Fulham Broadway Unit Trust has submitted an application to Hammersmith and Fulham Council to convert a portion of the building’s level one space from a movie theatre to a fitness centre.
The Broadway Centre reportedly draws 12 million visitors annually and offers a variety of dining and drinking options in addition to retail stores. Additionally, it is located above the Broadway-accessible Fulham Broadway Underground Station.
It reads:
“Over time it has become apparent that Vue no longer require all of this space and need to downsize the existing cinema as it is too big and does not meet market expectations. As such, Vue’s business model now reflects a more ’boutique’ experience in line with customer demand.
They are therefore looking to halve their current occupation, and this is an essential change in order for the cinema to remain viable. The re-gear with Vue, which was due to take place now, has been pushed back and will pick up in due course, to be concluded in advance of their lease expiry.
Irrespective of the re-gear, Vue’s business model has changed and as such, the change proposed under this application is a sensible solution to ensure continued full occupation of the space.”
This has given a “opportunity”, it says, with the trust deciding the facility would be best used for leisure activities.
Concerns that there would be a “substantial void” if Vue departed the property while renovations are done and new tenants are located led to the decision to move forward with an application at this time.
According to reports, Vue stated that any downsizing would not result in fewer staff members and that there would be no anticipated decrease in admissions.
According to the accompanying letter, “they need to operate with the reconfigured downsized cinema” in order for Vue to stay open at the Broadway Centre
The letter adds:
“If this is not dealt with, Vue are likely to vacate completely on lease expiry which would have a detrimental impact on the whole scheme, but particularly on existing first floor tenants who rely on the anchor leisure tenants such as Vue to drive footfall and trade.
The change of use proposal would avoid detrimental impacts on the shopping centre and wider town centre. It would align and achieve the aims and objectives of relevant planning policies and guidance, and it would ensure an ongoing viable operation within the space.”
What reasons did the council give for supporting the change?
The council sees value in broadening the range of leisure and recreational options available to residents, reflecting changing community demands and lifestyles. Introducing a sport and fitness venue aims to promote healthier living and provide facilities that cater to a broader demographic beyond traditional cinema-goers.
The redevelopment supports local economic growth by attracting more visitors, increasing foot traffic, and creating job opportunities linked to fitness and wellness activities.
While the number of cinema screens may be reduced, the council plans to retain a quality cinema experience alongside new leisure offerings, balancing cultural and recreational priorities.