Cinema chain Apollo hands Onlinefire first social media brief

The UK's largest independent cinema chain, Apollo Cinemas, has appointed Onlinefire to implement its first ever social media strategy.

Blockbuster: Inception
Blockbuster: Inception
Apollo Cinemas is the sixth largest cinema operator in the UK in terms of number of screens, with 83 spread across 14 cinemas. It serves over 2.8 million customers each year.

Onlinefire is charged with promoting Apollo’s alternative content programme including screenings of live sporting events, music and opera, as well as establishing an online presence through social media platforms.

 The decision to make its first foray into the social media space came as a result of Apollo’s partnership with Sony, who has also used Onlinefire and recommended the agency.
Apollo MD Rob Arthur said: ‘Our market is primarily based around families and if you look at the demographics of social media users, it is the perfect medium for us to target that audience.’

Onlinefire is the digital communications division of Eulogy PR. The agency won the account, worth a six-figure sum, without a pitch.

Eulogy also scooped the traditional media brief to run the entertainment brand’s press office as part of the win.
However, as part of the changes in the company’s strategy, Arthur told PRWeek that it was social media that would be the focus.
‘We do not feel we’re getting the best deal with traditional media,’ he said. ‘Through social media, we can engage with customers on a local level directly and it will be a great education for our staff internally.’

Apollo’s social media drive comes during larger expansion in the company. Four new cinemas with a totally of 22 screens are currently in development and in April they opened the first all digital, all 3D multiplex in Carmarthen, South West Wales.

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