Playboy to boost reach for cinema chain in Thailand

The promotion with Lumyook (Millennium 2002) is the first of six joint-promotions targeted at teens, and aimed at reinforcing the image of both brands as "fun and trendy," said EGV PR manager Rossawun Doungsaithong. The 'EGV Bunny Girl 2004' competition is to be televised in mid-November on Channel 5, and the public can vote via SMS, through EGV's website or at EGV ticket counters, she said. The winning 'bunny girl' will become the presenter in ads for both the cinema brand and Chic Club retail shops selling Playboy fashion, accessories and make-up. Publicity generated by the competition via radio and cinema spots, print ads in teen magazines, and point-of-purchase material at EGV's 11 cinemas, is expected to boost sales at EGV and Chic Club stores by 10 per cent in the final two months of this year. EGV is Thailand's second-largest movie chain, with a 25 per cent share of market, and is in the process of merging with larger rival Major Cineplex. The merged entity will claim a combined 70 per cent stake in the market.