CINEMA PARK
Filming
The cinema network, consisting of CINEMA PARK and FORMULA KINO movie theatres is the biggest operator in Russia, finishing 1st in all the relevant market indices. It includes 77 venues across 30 Russian cities.
Being the leader of Russia’s cinema business, the network realizes every modern technological solution to ensure that every guest enjoys a unique personal experience in their theatres.
Apart from legacy 2D and 3D formats, the network offers 29 IMAX cinema halls (including IMAX Sapphire and IMAX Laser), 12 Dolby Atmos auditoriums, 9 4DX format theatres, 7 ‘Muvik” children’s theatres, and a unique auditorium with ScreenX, a panoramic film presentation format. At the moment, the cinema network owns 656 movie halls, close to every 7th hall in the country.
Being the leader of Russia’s cinema business, the network realizes every modern technological solution to ensure that every guest enjoys a unique personal experience in their theatres.
Apart from legacy 2D and 3D formats, the network offers 29 IMAX cinema halls (including IMAX Sapphire and IMAX Laser), 12 Dolby Atmos auditoriums, 9 4DX format theatres, 7 ‘Muvik” children’s theatres, and a unique auditorium with ScreenX, a panoramic film presentation format. At the moment, the cinema network owns 656 movie halls, close to every 7th hall in the country.
Cinema Park
Filming
The cinema network, consisting of CINEMA PARK and FORMULA KINO movie theatres is the biggest operator in Russia, finishing 1st in all the relevant market indices. It includes 77 venues across 30 Russian cities.
Being the leader of Russia’s cinema business, the network realizes every modern technological solution to ensure that every guest enjoys a unique personal experience in their theatres.
Apart from legacy 2D and 3D formats, the network offers 29 IMAX cinema halls (including IMAX Sapphire and IMAX Laser), 12 Dolby Atmos auditoriums, 9 4DX format theatres, 7 ‘Muvik” children’s theatres, and a unique auditorium with ScreenX, a panoramic film presentation format. At the moment, the cinema network owns 656 movie halls, close to every 7th hall in the country.
Being the leader of Russia’s cinema business, the network realizes every modern technological solution to ensure that every guest enjoys a unique personal experience in their theatres.
Apart from legacy 2D and 3D formats, the network offers 29 IMAX cinema halls (including IMAX Sapphire and IMAX Laser), 12 Dolby Atmos auditoriums, 9 4DX format theatres, 7 ‘Muvik” children’s theatres, and a unique auditorium with ScreenX, a panoramic film presentation format. At the moment, the cinema network owns 656 movie halls, close to every 7th hall in the country.
Task
The Custom Production team took up the development and production of clips that are played before the start of every screening explaining the rules of conduct in the network’s venues.
The main goal was to relay the information to the viewers, while highlighting the key attributes of the brand: openness, lightheartedness and technological effectiveness.
The core audience of the cinema network is the 18-35 age demographic, so the company’s marketing department studied the demands of this segment of its clientele in the context of the presented goal.
According to the results of this study, the Custom Production team came up with a concept of reformatting the idea of clips about the rules of conduct presenting them as a story about making a plan to visit the movie theatre in the style more akin to an action blockbuster’s opening credits.
The main goal was to relay the information to the viewers, while highlighting the key attributes of the brand: openness, lightheartedness and technological effectiveness.
The core audience of the cinema network is the 18-35 age demographic, so the company’s marketing department studied the demands of this segment of its clientele in the context of the presented goal.
According to the results of this study, the Custom Production team came up with a concept of reformatting the idea of clips about the rules of conduct presenting them as a story about making a plan to visit the movie theatre in the style more akin to an action blockbuster’s opening credits.
Reference
To further illustrate the stylistics of the idea, films and TV shows were presented as references such as “Ocean’s 11” (its music, type of humor and the “planning of the operation” – in our case the plan to go to the movie theatre), “Money Heist” (the drawing up of a plan, the layout of the venue), “The Thomas Crown Affair”, “Cowboy Beebop” (multiscreens in the opening credits), “Ozark”, “Love Death + Robots” (the changing icons in the opening sequence), “Sherlock”, “Iron Man” (graphical elements overlaying the video). Petr Ivaschenko, a famous voice actor, well known for his voicing of Ryan Reynolds, Gerard Butler, John Cusack, Ben Stiller, Adam Sandler, and others, was invited to provide the narration for the clips.
The crew:
Director: Yuri Khmelnitskiy
DOP: Vladimir Lobunets
Producer: Guram Gabunia,
Andrei Murashov
Executive producer: Max Malay
Writer: Dmitry Kaidash
Set designer: Yulia Emelyanova
Art director: Sergey Ivanchuck
VFX: Denis Ilikov
FILM editor: Alexander Chebotaryev
Sound designer: Ilya Pisotskiy
Colorist: Synesthetic CC Studio
Director: Yuri Khmelnitskiy
DOP: Vladimir Lobunets
Producer: Guram Gabunia,
Andrei Murashov
Executive producer: Max Malay
Writer: Dmitry Kaidash
Set designer: Yulia Emelyanova
Art director: Sergey Ivanchuck
VFX: Denis Ilikov
FILM editor: Alexander Chebotaryev
Sound designer: Ilya Pisotskiy
Colorist: Synesthetic CC Studio
The decision was made to produce 5 brief clips in a way that they could be combined in a variety of ways:
- a welcoming introduction mini-clip
- rules of conduct in the venue
- fire safety rules and regulations
- antiviral instructions
- postscript
When the requirements regarding the wearing of masks and social distancing were lifted in Russia (the exact day coincided with the date of submission of the finished clips to the contractor) we were able to easily remove the antiviral instructions without any harm to the plot and concept of our original idea. This also allows the postscript to be removed if such need arises.
- a welcoming introduction mini-clip
- rules of conduct in the venue
- fire safety rules and regulations
- antiviral instructions
- postscript
When the requirements regarding the wearing of masks and social distancing were lifted in Russia (the exact day coincided with the date of submission of the finished clips to the contractor) we were able to easily remove the antiviral instructions without any harm to the plot and concept of our original idea. This also allows the postscript to be removed if such need arises.