The Tribune

By ANNELIA NIXON

TRIBUNE Business Reporter

anixon@tribunemedia.net

FUSION Superplex is investing in a phased refurbishment of its Pure VIP theatres as it seeks to elevate the premium cinema experience, bring food and beverage operations back in-house and streamline transactions through a new cashless model.

Tecoyo Bridgewater, Fusion Superplex’s co-founder, chief legal and risk management officer, and in-house legal counsel, said the upgrades are being rolled out in phases, with the first focused on introducing a full-service dining experience operated directly by Fusion.

He did not disclose the total investment being made in the refurbishment or provide projected revenue gains from the upgraded offering.

“We are upgrading Pure VIP in phases, with our guests’ comfort in mind at every step,” Mr Bridgewater said. “Phase one, a direct response to customers’ feedback, brings a full-service dining experience, now proudly run directly by the Fusion team.

“Phase two, coming in the months ahead, will refresh the space and introduce upgraded seating for an even more elevated night out.” Fusion said the move to full-service dining marks a return to an operating model it previously used in Pure VIP.

“The dining experience in Pure VIP is now proudly run in-house by Fusion,” Mr Bridgewater said. “We operated the food and beverage experience in Pure since we opened in 2018 to 2024.

“We are now returning to providing our guests with a full-service dining experience built around a curated menu. The external vendor menu is no longer being served inside of the Pure VIP cinemas.”

The revamped Pure VIP experience will also operate entirely without cash, with customers able to pay using debit cards, credit cards and approved electronic payment methods. Mr Bridgewater said the decision reflects existing customer payment habits, although Fusion did not provide a specific percentage of customers who currently pay electronically.

“The majority of our guests already prefer paying electronically, so this move is really about meeting them where they are,” he said. “Going cashless helps us serve them faster and more smoothly, start to finish.”

The cashless policy comes after Fusion experienced a cyber attack that caused a prolonged disruption to its online ticketing system, raising questions about the resilience of its electronic payment infrastructure. Mr Bridgewater said the company has strengthened its system since the incident and maintained that customer accounts and banking information were not compromised.

“It’s something we take seriously, and it shapes how we build,” he said. “We have strengthened our systems since the attack. Also it should be noted that our customers’ accounts and bank information were never at risk. Going cashless in VIP creates a safer environment.”

Fusion Superplex also faces the practical challenge of operating an electronic payment environment amid New Providence’s recurring power outages. Mr Bridgewater said Pure VIP will retain generator back-up, battery-powered payment terminals and a cash contingency to allow operations to continue during outages.

“Our guests experience a minimal delay when the power goes out and then the generator initiates,” he added, acknowledging that outages have previously caused delays, particularly when the IMAX cinema has to be rebooted.

“What we attempt to do to minimise the impact to the guest experience is move to manual change over to the generator at designated times of the day and week,” Mr Bridgewater said.

Fusion said Pure VIP is initially the only part of the Superplex being moved to a cashless model, but the policy could eventually be expanded. “Pure VIP is where we are starting,” Mr Bridgewater said. “If it serves our guests well, as we expect it will, we’ll look at bringing that same convenience to more of the facility.” 

The changes are being marketed as part of a broader repositioning of Pure VIP, with Fusion telling customers that the refurbishment is intended to deliver a “more refined, seamless, and exceptional experience”.

The company has also advised that outside food and beverages will no longer be permitted in Pure VIP, as Fusion seeks to place greater emphasis on its own curated food and beverage offering.

Fusion described the changes as more than a cinema upgrade, positioning the revamped Pure VIP as a more elevated entertainment and dining experience.