‘Feel Cinematic’: ODEON hopes to rekindle Europe’s love of cinema

Omni-channel campaign leans on performance marketing to emphasise the emotional benefits of enjoying Hollywood’s best on the big screen.

With the post-pandemic popularity of at-home streaming, people have needed a push to get back into the swing of enjoying the great outdoors - but what about the great indoors?

To rekindle the public’s love for a night at the movies, ODEON cinemas group, one of Europe’s largest cinema operators, has launched a pan-European brand campaign pushing the emotional benefits of enjoying things in ‘cinematic mode’ opposed to ‘normal mode’.

Developed in partnership with creative agency elvis, the ambitious push ‘Feel Cinematic’ endeavours to engage with lapsed cinema-goers, aged 18 to 54, with a focus on families, film fanatics and sociable adults to remind them of the joys of seeing new releases on the big screen.

The main campaign is a 40-second hero film, directed by Jack Cole at Kode Media, portraying one guest's journey through an ODEON cinema, with an emphasis on the dramatic.

Turning to performance channels

The hero film is supported by a series of 10-second vignettes and other campaign activity includes digital, paid and organic social media, radio and audio streaming, content on cinema foyer screens and kiosks, eCRM and PPC, with media planning and buying by media communications agency Manning Gottlieb.

Operating as a complete omni-channel campaign, the push hopes to have a presence on enough platforms both in and out of home to hit the target audience at every possible touchpoint. To reach such a broad audience, effective use of the above performance channels will have a significant impact on the campaign’s overall success.

Launching across the UK, Ireland, Germany, Spain, Italy, Portugal, Sweden, Finland and Norway, perhaps classic nights out at the cinema will soon become a thing of the present rather than the past.