Manchester United extends brand with cinema launch

LONDON - Premier League football club Manchester United is teaming up with Village Cinemas International to open an entertainment complex that will show films, sporting and musical events in Manchester.

Located in Salford Quays, the complex has been dubbed Red Cinema to maximise the link between the team's internationally renowned red strip and the venue.

Manchester United managing director David Gill said: "Given that we have millions of fans, we are always looking at ways to extend the Manchester United experience to them. Red Cinema will do exactly that and we're particularly pleased for our hometown fans that its first appearance will be in the shadows of Old Trafford."

Red Cinema contains seven screens, three of which will feature state-of-the-art digital projection, and one will be a luxury Gold Class cinema.

The venue is slated to open in time for the autumn film season, which will include blockbuster movies 'The Matrix: Revolutions', 'The Lord of the Rings: The Return of the King', and 'The Last Samurai'.

It is being financed by £1.75m investment from VCI and the Emerson Group, which owns Manchester's Lowry Outlet Mall in Salford Quays, where the cinema will be based. VCI has also struck a branding deal with soft drinks giant Coca Cola.

The cinema will provide a rewards programme offering football and entertainment fans the chance to benefit from special offers and to increase loyalty among customers.

Football fans will be able to collect tokens towards Man Utd match day tickets, merchandise and experiences such as VIP visits to Old Trafford on match day; watching Man Utd players train; live beam-backs of selected games, as well as replays of classic games; and Sunday morning Premiership specials for family audiences.

"Our research has shown that Red Cinema will appeal strongly to all United fans and families who love films, and would welcome the chance to get closer to their football club," Gill said.

Live music events and DVD launches are also on the Red Cinema bill, as well as a major retail shopping programme with the Lowry Outlet Mall.

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