The UK's largest independent cinema chain, Apollo Cinemas, has appointed Onlinefire to implement its first-ever social media strategy.
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 cinema chain's decision to make its first foray into the social media space came as a result of its partnership with Sony, which 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 comms division of Eulogy PR. The agency won the account, worth a six-figure sum, without a competitive 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 changes to the company's strategy, Arthur told PRWeek that social media 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.'
Apollo's social media drive forms part of larger expansion in the company. Four new cinemas with a total of 22 screens are currently in development and in April the first all-digital, all-3D multiplex was opened in Carmarthen, south west Wales.