EVENT OVERVIEW

Cineworld were keen to promote their ‘Unlimited’ card, a monthly subscription that allows you to visit the cinema as many times as you want. Cineworld were keen to engage with a cinema goers in different environments, away from the cinema but in locations where they are comfortable spending money.

THE BRIEF

Engaging with GTMS, experts in shipping container transformation, GTMS designed a unique combination of two units to create an auditorium and a large cinema screen. The units were expertly designed inside and out, so it was clear to anyone the Cineworld message.   Additionally Cineworld decided to bring its passion for film to the VIP attendees at Chelmsford V Festival as part of the roadshow.

SOLUTION

Working with S&P Plus, GTMS designed, built and deployed Cineworld’s Pop-Up Cinema to tour Edinburgh, Glasgow, Sheffield and Birmingham city centers and London’s Canary Wharf promoting Cineworld’s Unimited card.  Free popcorn was given to passers by who were invited into the pop-up cinema to watch a short film about the promotion.

As an exciting addition to the tour, Cineworld became the first major UK cinema chain to bring the cinema experience to a music festival and it certainly gained the attention it deserved. Celebrities including Made in Chelsea’s Louise Thompson and singer Amelia Lily were to name just a few who enjoyed the pop up cinema.

Justin Skinner, vice president of marketing at Cineworld, said: “We’re thrilled to showcase our passion for film outside of our auditoriums and bring our entertainment expertise to Virgin Media’s V Festival.