Taron Egerton fronts Odeon idents to inspire viewer loyalty
Odeon is screening a healthy dose of escapism to audiences this winter in the company of Welsh actor Taron Egerton, who gives voice to a new series of pre-show idents.
Ushering the moviegoing public into a new era of big-screen magic, the cinema chain is encouraging people to get up off the sofa and rediscover the excitement of communal viewing.
Building on the launch of its ‘We Make Movies Better’ proposition revealed in February, the latest marketing salvo is geared toward prising people away from streaming through the thrill of the big screen, surround sound and fresh popcorn.
Nicole Burdett, group head of marketing and campaigns at Odeon Cinemas Group, said: “Our challenge as a brand is to show why people should leave the comfort of their sofa to spend time with us instead. We believe there’s nothing quite like the incredible feeling of walking out of an Odeon cinema with the afterglow of being immersed in an amazing film.”
Neale Horrigan, executive creative director at Elvis, added: “Our research has shown that more than ever, people are craving escapism, adventure and excitement – all things offered by a trip to the cinema, where you can forget real life for a short while and enjoy a truly immersive experience.”
Drawing upon four distinct characters, each representing a separate ‘brand pillar,’ the campaign features The Magician, The Memory Maker, The Creator and The Navigator.