Virgin Cinemas opens with Wright

The Virgin Cinemas chain has hired the Wright Partnership to handle the opening of two new cinemas.

The Virgin Cinemas chain has hired the Wright Partnership to handle

the opening of two new cinemas.



Work started last week on the consumer account which was won following a

two-way pitch. Incumbent agency Craigie Taylor also pitched for the

work.



Craigie Taylor will continue to handle Virgin Cinema’s consumer and

trade PR, which includes national and regional media relations and

events.



A Virgin Cinema will open in Dundee on 16 September while a cinema in

Edinburgh, which has a large format screen, opens on 29 October.



The agency has been briefed to handle a community campaign which will

’hand the cinema back to the people’.



In the first part of a three-part campaign, the agency will invite

community figures, such as the school crossing ’lollipop lady’ and

popular teachers, to a VIP evening at the cinema. The second part of the

campaign involves making a short film about the community, to be shown

on opening night.



Wright Partnership account director Larry Franks said: ’When people come

to the cinema the first thing that they will see is a film of the

community and of themselves.’



The third part of the campaign will be a fundraising scheme whereby

charities are sold tickets for pounds 1 and may then sell those on. The

contract is on a project basis and ends in January 2000.



Virgin has 34 UK cinemas. Its biggest rivals are Warner Brothers and

Odeon.



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