ODEON Cinemas Group to launch biggest brand campaign to date

Odeon Cinemas Group, Europe’s largest cinema operator, wants to convey the “pleasure of immersive cinematic viewing experiences and the emotional benefits of coming to an Odeon Cinema” in a new pan-European brand campaign.

The campaign, created by ad agency Elvis, will feature a 40-second hero film (comprised of 10-second vignettes) that portrays one viewer’s journey through an Odeon cinema.

As the cinemagoer navigates various touch-points that evoke a cinematic feeling, the film will shift between two distinct styles: ‘normal mode’ and ‘cinematic mode’. ‘Normal mode’ will reflect the “true, classic experience of an Odeon cinema” while the latter pulls the viewer into Hollywood-style shots with an orchestral score.

The company says that cinema brands face the challenge of rekindling people’s love of cinema after the pandemic and the accompanying growth of streaming services. The campaign will target new and lapsed cinema-goers aged between 18-54, with a focus on families, films fans and sociable adults.

Other campaign activity includes digital, social, radio and audio streaming, cinema foyer screens and kiosks and paid social, with media planning and buying by Omnicom media agency MG OMD. The campaign is running across the UK, Ireland, Germany, Spain, Italy, Portugal, Sweden, Finland and Norway.

Nicole Burdett, group head of marketing and campaigns at Odeon Cinemas Group, said: “With this new campaign, we wanted to emphasise what makes an Odeon visit so special to both new and existing customers, built on the foundations of their emotional connection to our unique big screen experience.

The UK’s cinema admissions in July 2022 totalled 13.3 million,76% of pre-pandemic levels when averaged across July 2017 to 2019.