#UKCinema; #CinemaFirst; #Campaign
United Kingdom, Aug 23 (Canadian-Media): United Kingdom (UK) cinema Commissioned by Cinema Plus launched a campaign Aug 20 in the form of a 90-second video, featuring clips from nearly 60 classic and contemporary films, rolled out across the websites and social channels of cinema operators and distributors, to attract audience back to cinemas, media reports said.
The Trailers for the clips included snippets from The Wizard Of Oz, Wonder Woman 1984, Ben Hur, the upcoming adaptation of Dune and James Bond feature No Time To Die.
Besides the promotion of UK cinema going, the campaign will also form the basis of a paid-for campaign that will see the trailer appear across Sky, Amazon, Facebook and Instagram among other outlets.
Media buying would be done by Group M, which was appointed last week.
Aug 26 would mark the opening of the first major studio opening since cinemas began to resume business on July 4.
The video, produced by creative agency Empire Design, would direct the viewers to lovecinema.com, which houses a search engine for cinemas and films.
The video also provides previously released safety infomercials and links to government-approved safeguarding measures for cinemas.
Around 80 percent of all screens in the UK are expected to be open by that point, said Iain Jacob, chair of Cinema First.
Iain Jacob. Image credit: Twitter handle
“With the lockdown easing, it took time for momentum to build and for the right number of cinemas to be open,” Jacob told Screen. “We were initially focussed on getting the safety area sorted, which took enormous effort. Now, with around 550 cinemas likely to be open when Tenet is released – out of just shy of 800 across the UK – there’s scale to run a proper national campaign.
“We hope this will ignite a fire and with the slate for the last quarter looking so good, it will hopefully pick up steam. There seems to be such a pent-up demand out there,” reported by Screen Daily.
To attract more audience, said Jacob, a breadth of different titles was essential.
“The global pandemic has had a colossal impact on the film industry, presenting cinemas across the UK with unprecedented challenges,” Jacob added. “As an industry that employs over 20,000 dedicated people, of which 40% are under the age of 30, they need our support.”
Core constituents for Cinema First includes the Film Distributors’ Association and the UK Cinema Association.