"Odeon no longer wants to be beholden to the film slate and so has launched its biggest brand campaign to date. In doing so it pivots its marketing strategy away from showcasing films to selling the cinema experience. There was a titanic shift when film release windows reduced from 16 weeks to 45 days. It's forced a rethink at the top cinemas. When a movie comes to the home faster, the business has had to get better at selling the experience it provides."
"Odeon's group head of marketing and campaigns, Nicole Burdett, says there is still a job to be done to "rekindle people's love of cinema". Enter the 'Feel Cinematic' campaign from creative agency Elvis. "We needed to create an ownable emotional connection, focusing on the benefits of coming to see a film at an Odeon cinema, to ensure that people who decide to watch a film on the big screen, choose to do that at an Odeon cinema," Burdett says."
Odeon has launched its largest brand campaign to move marketing focus from individual film slates to the overall cinema experience. Shorter theatrical release windows, faster at-home availability, and pandemic-era backlog have forced cinemas to rethink how they attract audiences. The "Feel Cinematic" campaign, created with Elvis, emphasizes emotional, ownable benefits of visiting Odeon — from cocktails and popcorn to reclining seats — and features a 40-second film directed by Jack Cole. The campaign aims to rekindle audience appetite for communal cinema. Studio-owned streamers and shifting release strategies have intensified competition and strained cinema operators.
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