Village Cinemas tackles piracy with new experience in campaign from Hive Creative
Village Cinemas has launched a new concept at a Melbourne cinema called Vpremium after research from its creative agency Hive Creative found the experience of watching a movie is as important as the film itself.
A campaign drawn up by Hive to promote the product includes an advert carrying the tagline: “Let’s face it, there’s no torrent that beats catching up with mates or hanging out with your special someone”.
Shot in the first person who is attempting to impress a date, the execution goes through a series of failed nights out before ending with a trip to Vpremium with the line “90 per cent more likely to impress your date”.
The advert will run in cinemas and pre-roll.
The product, described by Hive Creative founder and managing director Wayne Murphy as the middle ground between the traditional cinema experience and Gold Class, has initially been launched at the Village Cinemas Jam Factory in Melbourne.
A menu of food and drinks is available in what is being promoting as a “relaxed vibe”.
Village Cinemas Australia general manager of sales and marketing Mohit Bhargava said the product is a “new fresh, comfortable and affordable” way to watch a movie.
“With established brands such as Gold Class and Vmax in the market, establishing a unique positioning for Vpremium within the customer landscape was crucial. Our teams have worked incredibly hard in bringing this exciting new concept to market,” he said.
Murphy said: “Vpremium is a very targeted campaign. Great care was given to creating a relaxed vibe without cannibalising the existing and successful offerings from Village Cinemas.”
Creative director David Buttigieg, added the campaign was driven by the insight that “the experience is as important as the movie”.
Steve Jones
