India has been witness to the multiplex boom in the last few years, especially the metros. With growth has come the problem of advertising the movies playing at the various multiplexes. In order to break free of the clutter and get a clear cut advantage, Cinemax has launched a new identity – ‘X’ – in Mumbai.
Devang Sampat, General Manager, Marketing, Cinemax, said, “The X identity gives us a chance to stand out in the clutter. Earlier, if one was to browse through the newspaper scheduling for checking the movie screenings, it was a difficult task to display our movies. But now, with the new X display we are able to make ourselves visible. Initially we launched as CineLine and then had different brand names for various multiplexes, but now since we have brought all the multiplexes under a single brand name – Cinemax – we wanted to give it a new identity. Cinemax is Max and thus X, and hence we wanted to explore the entire X factor.”
Madison Creative has created the new identity and Cinemax is keen to establish a strong positioning with X. Though currently the ‘X’ is visible only in print and outdoor to a limited extent, very soon the staff and Cinemax will don the new look.
Said Prabha Prabhu, Executive Director, Madison Communications, “We wanted to create a property, an identity which could be owned. Kartik Mani, who is a creative director at Madison, along with his creative team has done a fabulous job and has designed for Cinemax the ‘X’ identity. With X there is a lot of scope to do different things and extend the idea ever further. This, in fact, is a much bigger idea, where not only are movie schedules being displayed in the X design, but also the signage, the divider road, etc, will be marked X. Even the popcorn packs available at the multiplex will be in the X shape. Cinemax is also starting at Red Lounge, a new hangout section where people will be able to have a good time. We also plan to serve alcohol at the Red Lounge.”
Cinemax has 33 screens across 10 locations India and has plans to expand its reach to Raipur, Lucknow, Kolkata, Bangalore and Hyderabad. In the next four years, Cinemax aims to operate 500 screens all over the country.