Enviu and Pathé Bioscopen Join Forces to Transform Cinematic Experience Through Sustainable Reuse

Innovative Pilot Program Achieves Remarkable Success, Saving 45,000 Single-Use Cups.

Rotterdam, Monday 5th February— Enviu, a dedicated force in building sustainable business models across various supply chains, is excited to announce its collaboration with Pathé Cinemas, a leading cinema chain in the Netherlands, to pioneer a zero-waste cinema experience. As featured on Enviu’s Mission Reuse Report, the partners are introducing a reusable packaging system, turning cinema environments into a proving ground for sustainable practices.

After a successful pilot last summer, Cinema lovers are now part of a groundbreaking move as Enviu and Pathé Cinemas kicked off a three-month pilot at four locations across the Netherlands. Now, Pathé Cinemas has embraced this sustainable model, rolling out the reusable cup system in all 30 theatres, potentially saving 1.8 million single-use cups annually.

Expressing her enthusiasm, Elise Lippens, Enviu Venture Builder, conveyed, “Every transition takes time, but most importantly, it takes the courage to test and learn with an open spirit. We are not just changing the way cinemas operate; we are redefining what is possible when we approach challenges with innovation and sustainability in mind.”

Our partnership has proven the feasibility of adopting reusable packaging as an eco-friendly alternative to single-use options. With a streamlined system featuring readily available reusable cups at beverage stations, visitors can effortlessly return them to dedicated bins after use, eliminating the need for cumbersome deposits. This innovative approach simplifies the customer experience and sets the stage for broader adoption in similar contexts.

We evaluated the viability of a large-scale reuse system, measured its impact on operations and sales, and assessed its effects on customer and employee experiences. The results surpassed expectations, with 45,000 single-use cups and 21,000 lids saved across five product categories, including hot drinks, cold drinks, wine, and ice cream. Positive return rates indicated the adaptability of customers and employees to the new system. Notably, customer feedback highlighted an enhanced drinking experience compared to single-use cups, and the cost-model analysis revealed compelling economic advantages.

As cinema halls dim their lights, the waste reduction is noticeable, fostering a positive environmental impact and enriching the overall cinematic experience. The success of the Pathé cinema pilot showcases the practical feasibility of adopting reuse and establishes a compelling business rationale.

Curious about the transformative power of embracing reuse in shaping both ecological footprints and customer experiences? Access the full report on the Mission Reuse website and connect with Program Venture Builder, Elise Lippens for an exclusive interview to dive into insights into the setup, key learnings, and recommendations for scaling up a closed-loop reuse system.