Holiday Inn Hotels & Resorts has chosen the Easter weekend to trial a "pop up" cinema across five of its hotels.
Sites in Guildford, (Surrey) Southampton, Fareham (Hampshire), Maidenhead (Berkshire) and London Heathrow, will air complimentary screenings of The Lego Movie and Hop, an animated film about an Easter bunny, in a move to cater for younger guests and families.
"This is the first time we've worked with a hotel group to deliver a ‘pop up' cinema," said Majella Griffin, general manager of Filmbank, which supplies movies to hotels.
"Showing movies at the weekend is a great way for hotels to use meeting or conference room space and can help to increase sales of food & beverage."
The movies will be screened this and next weekend.
Adrian White, director of partnerships at Intercontinental Hotels Group said: "At Holiday Inn we are always looking for new products that appeal to our guests travelling with their families. The Lego Movie is this year's must see movie for kids and adults alike. We're excited about this trial and if successful, you could see Holiday Inn ‘pop up' cinemas in more of our hotels."