The race is on
Cozy in Wola
Shortly before Christmas, Wola Park will open a multi-screen cinema operated by the American Silver Screen World Cinemas. The nearly 3,000 sqm theatre will have 6 screens for 1,000 viewers. The interior design was done by international architectural company, Broadway Malyan with Paul Ayre heading the project. The cinema will also include a cafe, a snack bar, and a drink bar dubbed the Silver Bar.
"We've been looking at Wola Park for a long time," said Roman Jarosz, Silver Screen marketing director. "A year ago we opened a cinema in Targówek and that was our first cinema in a big shopping center. The idea of joining the retail and the entertainment functions is excellent and works really well on the Polish market. The cinema at Wola Park won't be our largest-it's going to be rather cozy."
Magdalena Lan, responsible for Wola Park's PR admits that since its construction in 2002, Wola Park has been looking for the right cinema operator. The deal with Silver Screen was signed just this spring.
"Silver Screen adjusted its offer to the existing architecture-this is a tailor-made cinema," Lan said, adding it was not an easy experience. "This is the only project in Warsaw where the movie theater was added to an existing scheme. Most of our clients didn't notice the construction work until we joined the two schemes together. We expected the additional costs but I think it was well worth it," she said.
And now for something completely different...
Meanwhile, the latest addition to the Warsaw mall collection, Arkadia, is pursuing an entirely different angle when it comes to its cinema, operated by Cinema City. The firm already has 12 cinemas in Poland and six in Warsaw alone. The Arkadia cinema has 15 screens and enough space for 2,700 people, making it Warsaw's largest multiplex. However, it is not only the largest cinema in Warsaw but also offers one of the most interesting solutions for those who never seem to remember which screening room to head for. Cinema City has introduced a sponsoring system, whereby each theater is sponsored by a different company.
According to Daniel Echaust, new business manager at New Age Media, Arkadia's press representatives, this move was aimed at creating strong ties between the mall and the various sponsors.
"First and foremost Arkadia is about PR and marketing," he said. "What better way to create a link to the largest companies on the market?"
The cinema sponsors' list includes Ferrero with their Kinder Bueno and Tic Tac brands, Polkomtel, Compensa, Hewlett Packard, Indesit, Axel Springer, Lumene, Nescafe, Masterfoods, Inteligo and Samsung to name but a few.
According to Echaust the annual fee for the cinema sponsoring is in the vicinity of zł. 120,000 and includes services such as placement of the company's logo in the cinema and on the tickets, sampling-offering small gifts and gadgets to the viewers as well as a short advertising spot before each screening.
Eliza Przybylska, senior brand manager at the internet bank Inteligo believes this form of promotion will help her company to reach its target customers.
"We chose this form of advertisement because it allows our brand to be present in a place where it is quite easy to find your way into a consumer's awareness," she said. "I think this is a fantastic project and I think it will prove to be a very successful solution as it allows us to reach the right target group-people who are relatively prosperous."
Cinema City is also building on the positive reaction to its innovative solution and is planning to introduce sponsoring in its next three cinemas: two in Kraków and one in Łódź's Manufaktura scheme.
From a consumer's point of view-no matter where we'll choose to see our Christmas film of choice this year, it is certainly bound to be an experience.
Shortly before Christmas, Wola Park will open a multi-screen cinema operated by the American Silver Screen World Cinemas. The nearly 3,000 sqm theatre will have 6 screens for 1,000 viewers. The interior design was done by international architectural company, Broadway Malyan with Paul Ayre heading the project. The cinema will also include a cafe, a snack bar, and a drink bar dubbed the Silver Bar.
"We've been looking at Wola Park for a long time," said Roman Jarosz, Silver Screen marketing director. "A year ago we opened a cinema in Targówek and that was our first cinema in a big shopping center. The idea of joining the retail and the entertainment functions is excellent and works really well on the Polish market. The cinema at Wola Park won't be our largest-it's going to be rather cozy."
Magdalena Lan, responsible for Wola Park's PR admits that since its construction in 2002, Wola Park has been looking for the right cinema operator. The deal with Silver Screen was signed just this spring.
"Silver Screen adjusted its offer to the existing architecture-this is a tailor-made cinema," Lan said, adding it was not an easy experience. "This is the only project in Warsaw where the movie theater was added to an existing scheme. Most of our clients didn't notice the construction work until we joined the two schemes together. We expected the additional costs but I think it was well worth it," she said.
And now for something completely different...
Meanwhile, the latest addition to the Warsaw mall collection, Arkadia, is pursuing an entirely different angle when it comes to its cinema, operated by Cinema City. The firm already has 12 cinemas in Poland and six in Warsaw alone. The Arkadia cinema has 15 screens and enough space for 2,700 people, making it Warsaw's largest multiplex. However, it is not only the largest cinema in Warsaw but also offers one of the most interesting solutions for those who never seem to remember which screening room to head for. Cinema City has introduced a sponsoring system, whereby each theater is sponsored by a different company.
According to Daniel Echaust, new business manager at New Age Media, Arkadia's press representatives, this move was aimed at creating strong ties between the mall and the various sponsors.
"First and foremost Arkadia is about PR and marketing," he said. "What better way to create a link to the largest companies on the market?"
The cinema sponsors' list includes Ferrero with their Kinder Bueno and Tic Tac brands, Polkomtel, Compensa, Hewlett Packard, Indesit, Axel Springer, Lumene, Nescafe, Masterfoods, Inteligo and Samsung to name but a few.
According to Echaust the annual fee for the cinema sponsoring is in the vicinity of zł. 120,000 and includes services such as placement of the company's logo in the cinema and on the tickets, sampling-offering small gifts and gadgets to the viewers as well as a short advertising spot before each screening.
Eliza Przybylska, senior brand manager at the internet bank Inteligo believes this form of promotion will help her company to reach its target customers.
"We chose this form of advertisement because it allows our brand to be present in a place where it is quite easy to find your way into a consumer's awareness," she said. "I think this is a fantastic project and I think it will prove to be a very successful solution as it allows us to reach the right target group-people who are relatively prosperous."
Cinema City is also building on the positive reaction to its innovative solution and is planning to introduce sponsoring in its next three cinemas: two in Kraków and one in Łódź's Manufaktura scheme.
From a consumer's point of view-no matter where we'll choose to see our Christmas film of choice this year, it is certainly bound to be an experience.
