ThisPlays International, a leading provider of photo booths for attractions, zoos, aquariums and shopping centres, has unveiled its newest premium photobooth concept: The Arch — specifically designed for modern, high-traffic locations where space is becoming increasingly limited.
The launch is part of a new exclusive three-year partnership with Pathé, one of Europe’s leading cinema chains, where the concept has now been rolled out nationwide.
As AI continues to transform the photobooth market, ThisPlays International is heavily investing in next-generation technologies and intelligent interactive features that continuously personalise and enhance the visitor experience.
With The Arch, the company combines these technologies with fully bespoke design concepts tailored to each individual venue.
The new model goes beyond the traditional photobooth concept and is a full-scale AI-powered entertainment solution designed for locations with high visitor traffic but relatively limited space.
The Arch will be introduced in four versions — small, medium, large, and kids — allowing the concept to scale across different venues, target audiences, and visitor flows.
All models feature a strong architectural appearance, rounded forms, premium real-wood finishes, integrated LED lighting, and large-format digital displays showcasing dynamic and context-driven content.
In addition, the platform includes a wide range of next-generation features, including AI-driven interactive content, dynamic overlays, real-time content updates, and social-first activations that can continuously adapt to the moment, audience, and location.
Both exterior displays are also fully integrated as narrowcasting screens, enabling venues to showcase dynamic branded content, campaigns, trailers, promotions, and real-time messaging directly within the visitor flow.
Mark van der Weide, owner and founder of ThisPlays International, says:
"With The Arch, we wanted to create something that feels less like a vending product and more like an integrated entertainment experience.
"The physical design is just as important as the technology behind it. Every detail — from the materials and lighting to the content displayed on the screens — needs to align with the environment, audience, and brand identity of the venue itself.
"At the same time, we strongly believe AI and real-time content represent the future of visitor engagement. Today’s visitors expect experiences to be more personal, dynamic, and relevant than ever before."
A photo gallery showing various frames
Extending the cinema experience beyond the film
At Pathé, visiting the cinema has increasingly evolved into a complete evening experience, combining comfort, premium design, hospitality, and interactive touchpoints into a seamless customer journey.
Across both cinemas and shopping malls, there has long been a growing trend toward extended, experiential guest experiences — a development that ThisPlays actively responds to through its interactive activations.
A custom cinema photobooth
The activations are designed to extend the visitor experience before and after the movie, while simultaneously generating additional social exposure through shareable photo and video content across platforms such as Instagram and TikTok.
ThisPlays’ revenue share based solutions also generate an additional income stream without requiring capital investment or dedicated staffing — an increasingly important advantage as staff shortages continue to impact both the leisure and retail sectors.
A broader evolution toward experience-led entertainment
With more than 300 activations, ThisPlays has already been strategically active for several years across cinemas, shopping malls, attractions, zoos, and museums, where demand for high-quality indoor entertainment concepts continues to grow.
With the introduction of The Arch and the new partnership with Pathé, ThisPlays positions itself directly at the intersection of high-traffic entertainment venues and efficient use of space.
Photobooths can enhance engagement and drive social exposure
By combining custom-built environments with story-driven activations, AI technology, and continuously refreshed content, the company aims to transform photobooths from standalone machines into fully integrated experience touchpoints that directly contribute to both visitor satisfaction and commercial performance.
Recently, ThisPlays International also expanded its long-term partnership with Parques Reunidos through a new four-year agreement focused on additional locations, next-level technologies, and expanded activation concepts.
