A Midlands-based cinema chain is looking to expand after multi-million pound backing from Allied Irish Bank.
The cash will allow Reel Cinemas, a niche operator, to upgrade its current premises and expand into new locations throughout the UK.
Reel specialises in art house films, classic movies and blockbuster hits. It has expanded rapidly over the past few years and now operates in ten towns - Ilkeston, Bridgnorth, Newport, Quinton, Plymouth, Grantham, Loughbrough, Borehamwood, Crewe and Chippenham.
Work is already under way on five new venues to service cinema lovers in Andover, Newark, Swadlincote in Derbyshire, Widnes and Hull.
Mr KC Suri, owner of Reel Cinemas, said: "At a time when the big cinema companies are standardising services, we wanted to return to the idea of the cinema as the hub of a community.
"Reel Cinemas is trying to fulfil a gap in the leisure market to provide a luxury cinema experience at an affordable price; as a company we have sought to address this by selecting unique buildings with local heritage or art deco features, installing state of the art equipment and tailoring our schedules to local demand.
"Our ambitious goal is to be the best cinema provider in the country, although not necessarily the biggest."
The concept behind Reel Cinemas began in 2001 when Mr Suri acquired the art deco style Curzon Cinema in Loughborough and set up the Curzon Leisure Group.
The company re-branded as Reel Cinemas in 2005 and now provides not only films but also a host of services including children's parties, film-themed events, meetings and senior citizens days, as well as luxury foyers where people can meet for pre and post show drinks.
All five of the scheduled new venues are set to be completed by summer 2008.