Campaign details
Brand: Cineplex EntertainmentAgency: Zulu Alpha KiloCountry: CANADA
Marketing Context
Despite enjoying a dominant share at the multiplex, Cineplex operates in a highly competitive category. Consumers can choose from a growing number of ways to see movies that are cheaper and more convenient than driving to a cinema. Technology platforms such as Netflix, AppleTV and YouTube, as well as the cable and satellite movie networks are all making watching movies on-demand at home or on-the-go through mobile devices more and more commonplace. Cineplex also faced an ongoing fundamental issue of low brand affinity. Research...