...Village Cinemas...
Village Cinemas

Village Cinemas

Data, Technology, Innovation

Village Cinemas is one of Australia’s favourite film brands. Village Cinemas’ websites receive a combined 1.2 million visitors per month and over 60,000 transactions. In working iteratively with VERSA there has never been a margin for error. Over three years VERSA has helped to optimise the Village Cinemas digital experience.

  • RoleData, Technology, Innovation
  • ChallengeImprove the Village Cinema experience for 1.2 million monthly visitors
  • SolutionUse a data centred approach to continuously improve parts of the experience

Data & Insights

Following a data centred, agile approach, our team has worked with Village to deliver a range of incremental improvements and updates to the base website before monitoring performance.

If the update demonstrates a marked improvement in website conversions, it is committed. This approach ensures that the risk is minimised and only validated updates are implemented.

Technology & Development

VERSA has created the following features and practices over three years.

Optimised checkout flow of the website, with A/B testing on key pages to increase conversion.

Building on top of complex third-party systems which underpin web applications. Ranging from ticket and session management, to security, membership and payment handling.

Producing hosting and solution designs for AWS infrastructure and other connecting systems.

Design & Innovation

VERSA ran a 3-day activation project, to engage with moviegoers. We understood how people use mobile devices before and after the movies. The goal was to improve customers’ experience by using technology to support interactions. Stationed at Village Cinemas’ Jam Factory location, we got real-time feedback and insights from visitors.

Based on live customer feedback and insights, we developed a working prototype. It allows people to pre-order food and beverages and collect purchases without queueing. Through rapid testing & development, we created a robust digital product in 3 days.


  • 1.2Million customers

    Supported every month

  • 3Years of

    Continuous improvement

  • 4Entirely new

    Features added, tested and optimised