Famous Players: Launching a Flagship

On February 19th, Famous Players officially broke ground on its new Vancouver flagship, the Paramount Vancouver. Located in the heart of downtown on Burrard, a block away from Robson Street, this major new downtown venue will be a unique and exciting offering - promising to become 'the' major theatre in Western Canada. Assembled media and VIPs were introduced to the new theatre venue through video and related print materials created by Design Vision.

"The goal here," said Nuria Bronfman, Vice President, Corporate Affairs at Famous Players, "was to develop a communications package that both communicates what the offering is all about, as well as the excitement that we will be delivering when the theatre opens in early 2005. While 2005 may seem a long way off, we want Vancouver to know that we have great plans in place for what will really be a totally unique theatre in our network, one well tuned to the Vancouver market place."

"Design Vision has not only helped us tell our story, but more importantly, has made sure that our brand is speaking clearly. That is the mandate we gave to Design Vision, and they have delivered."

The theatre represents a departure from the mainline theatre offering, with a number of innovative features: fully automated ticketing; multilevel lobbies; water features; a feature restaurant; and state-of-the-art concessions.

"The challenge," noted Richard Munter, Creative Director of Media at Design Vision, "was to communicate the unique design and character of the theatre, in a manner that is consistent with the FP brand, and completely focused on the Vancouver connection."

"To accomplish this," commented Munter, "we created a front-end video that is based on a film trailer bringing a sense of excitement and anticipation to the piece, as well as a tantalizing set of visuals based on the design. We then move to a short piece that tells the story from the point of view of some of the major players while expanding on the visuals of the first piece. The result is a piece just over six minutes in length, that really makes an impression and can be repackaged in a number of ways for corporate or media use."

"This theatre will be a true flagship in every sense of the term," noted John Bailey, Famous Players President and CEO. "We also expect it to be among our top performers and we wanted the people of Vancouver, all the media, and the people in our industry to know that. The Design Vision team has helped us execute an important component of our communication strategy around this theatre."

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