UCI UNVEILS NEW UK CINEMA CONCEPT

UNITED Cinemas International UK (UCI) has unveiled plans to revamp their brand strategy to differentiate its cinemas from other cinema chains in the UK market.
The concept called ‘thefilmworks’ has been created through a three-way partnership with UCI, advertising agency BDHTBWA and architects RTKL.
The new concept incorporates a new logo, state of the art features such as a black box auditoria and stadium seating. There will also be one or more gallery screens, which represent the first class section of the cinema where the expected price of tickets is £15.
Printworks, Manchester’s new multiplex, which is set to open in November, will be the first opened under this new concept.
Dave Harris, Vice President and general manager of UCI UK and Ireland said: “As more and more multiplexes open and potential guests have a choice of at least two equidistant cinemas, both offering the same selection of films and basic facilities, people will start looking for other motivating factors in the decision making process. “We want to use a brand and contemporary concept to redefine cinema rather than location and the traditional concept as our research has found in the past. The lead value of the new brand is evolution and ‘thefilmworks’ must always set new standards, both in technology and design.”
UCI, a 50:50 joint venture between Paramount Pictures and Universal Studios, toyed with the idea of a name change some 12 months ago.
This new branding, however, only applies to future UCI openings including Printworks, Manchester this year and Greenwich, Greater London, next year.
UCI is one of the largest international exhibitors operating 104 cinemas in 10 territories including the UK.