Cineworld is launching a GBP £3 (USD $4.08) promotional day on Saturday 26 February in all of its United Kingdom cinemas as part of a wider effort to encourage patrons to return to movie theatres. The offer applies to all films across all of its cinemas, including Picturehouse, as well as premium screens such as IMAX, 4DX, ScreenX and Superscreen PLF. The Cineworld Day is sponsored by Pepsi Max and urges customers to “celebrate the cinema experience and share your love of film with your friends and family.” Cineworld VIP screens can be rented for just GBP £34 that day. Cineworld will also bring back some recent blockbusters, such as “Spider-Man: No Way Home” in addition to recent releases such as “Uncharted” and “Death on the Nile,” with trailers for this summer’s big releases playing beforehand
Cineworld also launched a new marketing campaign called “Feel Unlimited” to promote its Unlimited subscription scheme. The spot was created by Twelve Agency and directed by Warren Fu. It comes at the same time as rival Odeon launched its expanded campaign with branding agency Elvis that builds on the “We Make Movies Better” adverts with four brand characters. Both aim to attract audiences back to cinemas ahead of the critical summer season. Unlike Spain, Switzerland and France, the UK does not have an annual cinema festival when most of the countries cinemas sell tickets for just a few euros to promote cinema going. There have been discussions, but in the absence of a concerted UK-wide industry effort, Cineworld is striking out alone.
The announcement brings some much needed good publicity to Cineworld, which has had good results from “No Time to Die” and the new Spider-Man, but seen this overshadowed by a legal case stemming from the abandoned merger with Canada’s Cineplex (a fine is on appeal), as well as a reprieve in repaying ‘disgruntled’ former Regal shareholders. Cineworld has also had to shutter its flagship London multiplex in Greenwich after recent storms destroyed parts of the 02 building in which it is housed. The results of the Cineworld Day will surely be closely watched by other UK cinema operators