The brand relaunch includes a fresh logo, which will be rolled out across advertising, promotions, foyer activity, food packaging, staff uniforms and the Cineworld website.
As part of the relaunch, Cineworld will also promote its Unlimited Card and Bargain Tuesdays, as well as its Movies for Juniors and Monday Classics showings. Local press and radio activity will begin this month. The campaign has been handled by BD Network.
Cineworld is putting 3D cinema at the heart of its business strategy. It has invested in 3D screens and digital projectors and aims to have the technology installed in most of its cinemas by the end of the year. Toy Story 3, due to launch next year, and James Cameron's upcoming release, Avatar, will both be shown in 3D.
Cinema admissions rose 1.1% to 164.2m in 2008, with box-office takings reaching £854.4m in the UK - a rise of 3.7%. Between June and August, more than 53.6m people went to the cinema - a year-on-year increase of 5.6%, according to the Cinema Advertising Association. This strong performance has continued in 2009, with January admissions up 7.7% at more than 14.5m.
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