MegaStar invests to boost Vietnam cinema numbers

HANOI: Cinema operator MegaStar has rolled out an image campaign to promote the opening of a new eight-screen multiplex -- and to reverse declining cinema attendances as consumers increasingly turn to watching movies at home on DVD.

A campaign created by Ogilvy & Mather aims not only to drive awareness of the multiplex, but also to redefine the cinema experience for a relatively non-participatory audience. "There are very few cinemas in Vietnam and (they are) of varying quality; thus, most people prefer seeing movies at home on DVD," said Tom Notman, Ogilvy executive creative director.

"The executions are meant to communicate that Mega-Star will introduce a totally new standard of cinema experience, and to define and build MegaStar's image."

The central idea behind the creative is 'Movies come to life at MegaStar'. The 30-second spot features a fight scene from the film Hero, where a swordsman inadvertently slices up an audience member's hotdog. For the print ads, Ogilvy enlisted local street artists to paint a series of movie stills. The campaign targets teens and young adults, who "enjoy being part of a group looking for new experiences," Notman added.

The multiplex opened on April 27 and is part of Mega-Star's US$5 million investment in a chain of cinemas, to open over the next few years.