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
Craigie Taylor will continue to handle Virgin Cinema’s consumer and
trade PR, which includes national and regional media relations and
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