Empire cinemas rolls out identity revamp

LONDON - Cinema chain Empire is overhauling its branding to create consistency across its 17 theatres.

Purity has been briefed to create an "uncluttered and timeless" look for the brand, according to a spokesman for the chain. The agency won the business in a five-way pitch.

The branding will be rolled out over the next three months at the firm's existing 12 cinemas and on a further five sites that it is integrating into the group.

The logo will appear on all fascias, although the spokesman said it may have to be adapted, depending on local planning restrictions. It will also appear on merchandising and at point-of-sale in the venues.

The design uses the company's existing magenta corporate colour and the logo is reflected in a pool of rippled water to signify the emergence of a new force in the cinema world, rising out of the water.

The Empire brand was created as a result of last year's merger of Odeon with UCI and Cineworld with UGC. The two conglomerates were ordered to divest 11 and seven of their cinema sites respectively in a ruling handed down by the Office of Fair Trading. Irish cinema chain Ward Anderson picked up these venues in a deal worth more than £100m and named the brand Empire after its flagship Leicester Square theatre.

Purity has also created a template for regional press ads featuring listings and information on new releases. Once all the sites are integrated into the Empire family, a national press advertising campaign may follow, said the spokesman.

A new strapline for the chain is also in development.

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