Cinema operator, Odeon Cinemas Group, has unveiled a pan-European brand campaign, ‘Feel Cinematic’. The push was developed in partnership with creative agency, Elvis.

Post-pandemic, and with the associated growth of streaming platforms, cinema brands face the challenge of rekindling people’s love of cinema and welcoming guests back to enjoy new releases on the big screen. Odeon partnered with Elvis to develop a campaign which would create an “ownable emotional connection”, focussing on the benefits of coming to see a film at an Odeon cinema.

The campaign seeks to engage with a core audience of new and lapsed cinemagoers, aged 18 to 54, with a focus on families, film fanatics and sociable adults. The campaign line ‘Feel Cinematic’ reflects the emotional benefit of coming to an Odeon cinema, encapsulating how good it feels to be fully immersed in the Odeon experience.

A 40-second hero film portrays one guests journey through an Odeon cinema. As they interact with each touchpoint in the cinema experience, it acts as a trigger invoking a powerful cinematic feeling. The spot brings these moments to life by swapping back and forth between two very distinct styles: ‘normal mode’ and ‘cinematic mode’. ‘Normal mode reflects the true, classic experience of an Odeon cinema, while cinematic mode transports the viewer to a heightened reality, with dramatic, Hollywood-style shots and an epic orchestral score.

The hero film is supported by four 10-second vignettes. Other campaign activity includes digital, paid and organic social, radio and audio streaming, cinema foyer screens and kiosks, eCRM and PPC, with media planning and buying by Manning Gottlieb.

The campaign is running across the UK, Ireland, Germany, Spain, Italy, Portugal, Sweden, Finland and Norway.

“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,” said Nicole Burdett, Group Head of Marketing & Campaigns at Odeon Cinemas Group. Further building on our ‘We Make Movies Better’ global brand framework, our biggest campaign to date focuses on the real benefit for guests: the truly cinematic feeling that a trip to an Odeon cinema provides.”