ALL ROADS LEAD TO THE NEW CINEPLEXX

Cineplexx International GmbH, an Austrian company with 66 multiplexes across Europe, drew a seventh location in Slovenia on its map in May 2022. On this occasion, we carried out a comprehensive communication campaign, with which we offered movie lovers the most technologically sophisticated movie experience in the country.

Goal: If film is the question, Cineplexx is the answer

Cineplexx Ljubljana – Rudnik is the only right choice for an unforgettable movie experience. Dolby Atmos, laser projection, VIP seating and the best popcorn in town. After more than a decade, we can offer all movie lovers from Ljubljana and its surroundings the cinema that the capital deserves.

Our challenge: measures to contain the coronavirus changed the buying habits of consumers. How we spend our leasure time was also affected, as we started watching movies in the safe comfort of our own home instead of going to the cinema. Therefore, our challenge was to change people's mindset and show that hanging out at the movies was safe and fun again.

The wait is over.

Let joy and happiness pop!

When state-of-the-art technology and comfort, which we have never experienced before, make visitors feel as if they are part of the action on the big screen.

Communicating the key features offered in 7 cinema halls by the most technologically advanced multiplex in Europe was defined as the central objective of the multi-channel campaign.

Motorcycle on the red carpet

The campaign culminated in a grand reception and screening of the long-awaited blockbuster "Top Gun: Maverick" in the newly expanded shopping center Supernova Ljubljana - Rudnik.

The entire event was accompanied by a program and ambience in harmony with the film scenery, which  conjured up a nostalgic atmosphere for the invited guests one day before the official opening. Since Tom Cruise was at the Cannes Film Festival that night, ;) the evening host Azra Širovnik was driven down the red carpet by his double on the legendary Yamaha.

YOUR NEW CINEMA IN TOWN

The overarching communication message "All roads lead to Cineplexx" was communicated through all used channels - radio, outdoor and digital advertising, as well as relations with the media - so that people would not confuse the new multiplex with their competitor.

The outdoor advertising consisted of 3 creatives, which introduced users to all the benefits offered by Cineplexx.

WHEN YOU SHOW JOURNALISTS A WORK IN PROGRESS...

What does a state-of-the-art multiplex look like a week before its official opening? We gave a selected group of journalists an exclusive look into the creation of Cineplexx, which boasts 7 halls and 1,357 seats in Ljubljana.

Only a handful of them were installed when Lucas Langhammer, the newly appointed director of the Cineplexx company in Slovenia, took representatives of the seventh power to view the creation of the new, state of the art cinema complex. When asked if the cinema would be ready for the first visitors in seven days, Lucas confidently affirmed - and it was.

SUMMER CAMPAIGN

Cineplexx Ljubljana-Rudnik officially opened its doors to visitors on May 25, and we made sure that the widest possible range of people was informed about all current premieres.

In the digital campaign, we used Facebook and GDN advertising to inform the public about the current selection of movies and encouraged ticket purchase via the online store and the Cineplexx SI app, which were both launched in May.

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