ODEON – The Cinema Experience

BACKGROUND

ON were asked to help promote the reopening of Odeon cinemas as the industry started to open its doors again for the first time since the coronavirus pandemic hit. The task was to ensure that the public were aware of the new safety measures that were in place along with promoting the release of new blockbuster movie, Tenet.

OUR THINKING

With the country under lockdown and starved of entertainment we knew that the reopening of establishments such as cinemas had news value, research was showing that Brits had become bored of streaming sites and were missing the big screen experience.

Our approach was to focus on regions which hosted Odeon cinemas and we brought in Carol Welch, Managing Director of Odeon, on board to spread the message of how Odeon cinemas were reopening in a responsible and safe manner. Carol was joined in the studio by Phil Clapp, Chief Executive of UK Cinema Association, who was able to provide a general overview of how the industry was reopening.

RESULTS

The story was a big success with requests from Today Programme and regional stations clamouring for slots with our guests. Coverage was also secured including a morning hit on talkRADIO and a feature on Times RAdio.