Cineworld launches biggest brand push in three years

UK cinema chain Cineworld is today launching its biggest brand campaign in three years. The brand push, titled The Unmissables, has been designed to remind consumers why they should never miss a film at the cinema.

Its purpose is to drive admissions through online bookings on cineworld.com through mycineworld and encourage more consumers to sign up to its Unlimited card membership.

Devised by creative agency Arnold KLP, the campaign aims to reflect the multitude of emotions customers feel in the cinema.

A range of digital and in-cinema communications have been created including a 90-second brand film directed by Christopher Watson-Wood and produced by Amanda Jones, from production company Mad Ruffian.

The campaign will span national press ads, radio, online, social media and in cinema over a year.

Speaking to ScreenDaily, Cineworld’s vp of marketing Justin Skinner said the campaign has been launched ahead of a wave of major new releases such as Interstellar, The Hunger Games and The Hobbit.

“Next year will be one of the biggest we have seen in cinema,” he added, referring to upcoming releases such as Bond 24, Avengers: Age of Ultron, Star Wars: The Force Awakens and Jurassic World.

“The competition has grown wider than just others cinemas and we need to compete harder with in-home and on-the-move films,” said Skinner.

“Cinema has to compete harder. Televisions are getting bigger, lounges are becoming more comfortable and the are more opportunities for people to enjoy movies on the move.

“But ultimately the more that people indulge in film, the better it is for our industry. The more people engage with film, the more excited they are by great product.

“Cinema continues to benefit from the release window. If you want to see great titles in 2015, you want to go to the movies because that’s the first place to see it.

“We also need to work hard to improve the experience for customers so if there is a line-up that isn’t fantastic - this summer hasn’t been great for family films - we need to make sure it is an experience worth paying for.”

Skinner added that he hoped the campaign would lead to an increase in the Unlimited card members, which currently stands at nearly 400,000.