United Cinemas Co. Ltd, an associated　companyoperated by Sumitomo Corporation, received the 2009 version of the Good Design Award in the domain of human body and category of personal service systems, making it the industry's first to win the award three times consecutively. The company, operating 21 multi-theater cinema complexes in Japan, was recognized ahead of more than 1,000 companies and designers for its outstanding provision of facilities, which allow for a comfortable space, pleasant atmosphere, and good service.

Ordinarily, movie-goers queue up to buy tickets, then, perhaps, something from the cinema shop or concession stand, sit through the picture, and finally leave the theater soon after the film's conclusion. United Cinemas is aiming to change this pattern--which limits the function of the conventional movie theater to simply movie-going--and instead offer a new, more functional facility, expanding on a deeper pool of leisure activities related to culture, fashion and lifestyle, and giving customers more of a relaxing atmosphere. In pursuit of this vision, the Company has collaborated with a wide range of designers and creators to develop theaters with unique characteristics in locations such as Toyosu, Maebashi, Urawa, and Kasukabe.

Kunihisa Akiyama, who manages the Construction Facility Department at United Cinema, talked passionately about "Design Cinema," the Company's ambitious and novel project under his direction. "It is a new-concept cinema, inspired by out-of-the-box thinking and cooperation among many talented people from various areas of expertise. We will continue to design and develop cinemas that reflect our evolving society, bring people together, stimulate them, and win their favor."