Odeon Cinemas - the largest cinema chain in the UK - is auditioning
PR consultancies for a consumer PR role.
The chain, which is owned by Rank Leisure Holdings, is believed to have
drawn up a shortlist of three agencies, with pitches being held this
The appointment of a PR consultancy is understood to be part of an
overall marketing push since Ron Hanlon joined as marketing director in
January this year.
The aim is to revamp and update the Odeon brand to help fight off
competition on the high street from brands such as UCI, Warner and
Odeon appointed a direct marketing agency in February and has recently
hired design agency Wolff Olins to work on interiors for new and
refurbished cinema sites and to develop a new logo.
A spokeswoman at Odeon Cinemas confirmed that it was screening PR
agencies, but that no decision had been made yet.
Recent figures from the Cinema Advertising Association show that the
cinema industry is booming. Admissions for July this year averaged at
2.57 million per week - a 12 per cent increase on July 1996.