Cinépolis - Mike Ihnat

Case study:

The Ask

How do you promote a cinema with a combined restaurant and bar in a concise, creative way?

Cinépolis is the world’s third-largest movie theater brand, and I’ve handled digital advertising and brand design direction for the American market. With new content every single week, our advertising is constantly monitored and updated to ensure we’re ready to sway moviegoers to choose Cinépolis for their cinema experience.

The Work

We created impactful visuals that reflected the diverse range of entertainment on offer.

While the “old” model for cinemas is to make money on inflated popcorn and candy sales, Cinépolis offers a luxury cinema experience with reclining seats and full-service dining. The creative needs to sell the brand value at every impression.

Through color and texture, we created eye-catching design building blocks that can be used as the basis for a wide range of creative executions.

The Cinépolis brand name is unique, and the “C” is the brand icon that can stand alone. We decorate the brand “C” in multiple ways to showcase our brand value and create eye-catching visuals in the process.

Strong use of color and bold typography is the foundation of our messaging design. We use tight copy with emphasis on specific words to draw attention to our message.

We built a unique iconography style that we draw upon any time we need iconography to help emphasize and add interest to our design. Again, bold colors and gradients are used throughout.

From social media, right down to the menus...

Menu design can be a challenge in all environments, but the Cinépolis menu posed an extra challenge as it’s often viewed in a dimly-lit environment. through clean design and color, we achieved menus that are not only easy on the customer, but keep things moving operationally.

Covid meant we had to move to the “QR scan to mobile menu” we have all grown to dislike. To alleviate the headache, we completely re-designed the menu to something that scaled properly on the phone and even had a mobile menu inside that would allow users to jump to each section.

The Results

Cinépolis has survived and thrived.

It’s no secret that theaters have experienced adversity with the pandemic, talent strikes, and simply being at the mercy of the content the studios make.

That being said, we’ve continued to use data to laser-target our customers and identify potential customers, ensuring everyone who wants to see a movie that’s within driving distance of Cinépolis, is served PPC advertising reminding them of just how great of a choice we are.