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Ad of the Day: Nicole Kidman reminisces about movie magic at Odeon Cinemas

There’s so much more to a movie than just the film itself. It’s the powerful stories dazzling the silver screen and the wonder of being transported to a new world – something many people have missed during the past year. Odeon has put this feeling at the heart of its new campaign featuring Oscar-winning actress Nicole Kidman, developed by Barkley for AMC Global and executed by creative group Elvis.

‘We Make Movies Better’ sees Kidman romantically reminisce what it is that makes a great cinema experience, and that indescribable feeling you get when the lights begin to dim. The $25m national campaign reminds movie lovers that films are best enjoyed not on the sofa, but instead on the big screen at AMC and Odeon Cinemas Group.

The brand awareness push sees the cinema focus on the four key areas it says sets it apart from other establishments: a more immersive experience with recent refurbishments and Imax upgrades, engaging staff members, delicious Movie Meals hot food and a more seamless customer experience with its investment in new technology.

“We continue to be very encouraged by strong consumer demand to return to the cinema, welcoming over 6 million guests through our doors since reopening in May,” noted Chris Bates, commercial and marketing director, Odeon Cinemas Group, UK & Europe.

“We have fantastic colleagues at Odeon Cinemas Group, who have shown great resilience in the past 18 months and are now focused on delivering the best possible guest experience. We look forward to a great upcoming film slate including the much-anticipated launch of No Time To Die, and we are delighted to have the amazing support of Nicole Kidman in helping us to communicate our new purpose.”

Elvis was recently appointed as Odeon Cinemas Group’s lead creative agency earlier this summer and has supported the chain in developing a common identity across European brands for the first time in its history.

“This is an amazing opportunity for Elvis,” said Neale Horrigan, executive creative director, Elvis. “We’re thrilled to be working with Odeon Cinemas Group to set the direction for their brand and develop an approach that will not only inform guest-facing communications and touchpoints, but also become part of the company’s internal culture for years to come.”

The pandemic’s freeze on movie releases – and thereby ad spend - has had major implications on the industry, but with theaters around the globe reopening, will cinema advertising bounce back to normal?

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