Scene Cinemas / IMAX

The Brief

Scene Cinemas needed its brand to arrive fully formed: a strategy and a voice, a social presence, and a content operation built from zero, ready for opening day and strong enough to carry the seasons after it.

Cinema also runs on a relentless rhythm of weekly releases, premieres, trailers and seasonal peaks. Whatever we launched had to keep pace with an industry that never pauses, and hold its standard while doing it.

What We Made

We started with the words. "Your ticket to a world of cinematic wonders" became the brand's tagline, a promise every campaign since has kept. Around it we wrote the communication strategy and the deck that carries it, and launched Scene Cinemas on social media, building the channels from nothing. In its first month the cinema gained 18,000 followers, and we have managed its social media ever since.

We also made the materials that carry the brand wherever it appears. Outside the theatre we produced the billboard; inside it, the digital screens and the branded intro that plays on screen before every film, which Scene Cinemas still runs in its theatres today. The brand holds the room from the street to the seat.

From there, production became a standing operation. We run set design, model management and directing on the shoots, cover premieres and red-carpet nights, and keep the daily machinery of a working cinema moving, with trailers and film assets scheduled and published on time, week after week. Influencer campaigns carry each release and launch further, and our coverage follows the events, from premieres and red-carpet nights to the launches themselves.

The experience became content too. We built 3D models of the auditorium seating for an experience section on the website, so audiences could step inside before buying a ticket.

The Brief

Scene Cinemas was bringing Egypt its first IMAX with Laser, and a first only happens once. The launch had to arrive fully formed, with a communication strategy, a social presence and a content operation built from zero, ready for opening day and strong enough to carry the seasons after it.

What We Made

We ran the IMAX with Laser launch end to end, across the shoot, the opening event, and the influencer and press coverage around it, as one campaign with one standard from the first teaser to opening night.

Media buying and PR carried the launch outward, and the IMAX screen stayed fully booked through its opening summer.