Details have been announced about Germany’s new cinema marketing venture, formed as a JV by Cinemaxx and CineStar, aimed at corporate and advertising clients. Red Carpet Cinema Communication GmbH & Co. KG. will target German B2B clients in an effort to enhance the position of cinema for corporate 360° marketing and use.
The aim of the JV is to enable corporate clients to have “an even easier entry into the world of cinema.” The largest venture of its kind in Germany and Europe means that clients in every German city with more than 100,000 inhabitants will have access to 685 screens across 86 cinema properties. The business is open to the inclusion of further cinema chains in the future.
The headquarter of the JV will be in Hamburg – where Cinemaxx is based and most of Germany’s advertising business is concentrated – with regional offices planned for Berlin, Düsseldorf and Frankfurt-am-Main. The venture will comprise two divisions: Red Carpet Media and Red Carpet Events.