To add onto the cinema gift card how about making him up a cinema hamper? Get a box and fill with fun things you think ur son would like - American candy, popcorn, fizzy juice, DVD, cinema gift card etc, Starbucks gift card.
Also if he like his Xbox 360 are you sure he doesn't want to upgrade to the Xbox one, if he plays online with friends he might find they can't any more as play with the one and games he can no longer get.
What about getting skins for the controllers and Xbox console too, around a tenner or so. I'm gng to get my son batman ones.
Xbox Microsoft gift card for him to buy games etc or a Games stop gift card
If he likes Lego what about technic stuff?
Boxset of books? I'm not sure of the age group as my son is nearly 9 so little younger than yours but he loves diary of wimpy kid books, Alex rider books, David Walliams, goosebumps, Harry Potter. Or illustrated hobbit book
Top trumps? Or older type card/board games like pandemic?
Magazine subscription? If he likes Minecraft, they do a deal where the first 3 magazines are only £1 then £20 for every 6 months. I got this for my son last Xmas and he loves getting it once a month and asked if he could get it again for this year. Says there's lots of ideas in it for his creating.
I got the magazine delivered in time for Xmas so just printed out a letter saying he would get one every month and wrapped that with magazine
I know you said he isn't into labels etc but what about a hoodie with fave tv show/ film etc on it? My sons not into labels either but Iv bought him a Five Nights at Freddys Hoody I know he will love. I got it for £7 from aliexpress
Modelling clay? You can get air dry packs or lumi glow in the dark or just a mix of diff colours and tools.