Consumer - Opening night success for Cinema de Lux

Campaign: Launch of Leicester and Bristol Cinema de Lux Client: National Amusements PR team: Apples & Pears Marketing Timescale: July-September 2008 Budget: £11,500

Luxury: 'Ultra leather loveseats' in cinemas
Luxury: 'Ultra leather loveseats' in cinemas


Last autumn, US-based National Amusements opened 12-screen 'Cinema de Lux' multiplexes in Leicester and Bristol. Nottingham-based Apples & Pears Marketing was brought in to help with the launch.


- To create local awareness of the venues

- To ensure high attendance during opening week and beyond.


Initial background briefings were followed up with a series of sneak preview media tours of the cinemas.

Weekly news releases were also issued to keep the media hooked, with details of the cinema's restaurants and bars, installation of the exclusive 'ultra leather loveseats' and the opening week film schedule.

Media partners were secured for two exclusive screenings held the night before the cinema opened to the public.


The Leicester Cinema de Lux opened on 5 September and the Bristol one three weeks later. The Leicester launch alone achieved more than 80 pieces of coverage.


More than 20,000 people visited the cinemas on launch day with more than 65,000 combined ticket sales during the opening weeks. Punters got through 750lbs of popcorn and 10,000 soft drinks in the first week.

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