Vue Entertainment and Sony today announced a partnership that will see co-branding advertising in 21: 9 format in screening pre-shows throughout Vue UK and Ireland and on the CinemaxX estate in Germany.
In addition to showing Sony's hardware skill with the launch of its new 21: 9 screen, the new ident also reminds viewers of quality content produced by Sony, with fragments of Sony Picture titles Men in Black ™: international is Spider-Man ™: away from home. The concept was developed to promote Sony's new Xperia 1, Xperia 10 and Xperia 10 Plus smartphones, the first laptops to feature a 21: 9 screen.
This partnership is the first joint territorial campaign for Vue and will last six months. Two announcements will be shown to Vue International customers – to be used in succession over the next six months – one to promote the new Sony Xperia 10 and the second the new flagship device, Xperia 1. An ident will play on all titles of the period, in the most important pre-show position ever guaranteed for a partnership of this type – since the screen widens to 21: 9, just before the main function itself. The Xperia 10 ident will show the images of the trailer from the next one Men in Black: International (at the Vue cinema from June 14) while the Xperia 1 will draw from Spider-Man: away from home trailer (at Vue cinema 3 July).
The synergy between the Vue and Sony brands is clearly indicated in the creative treatments ident with the focus on the perfect consumption of quality entertainment – whether enjoying the latest success on the big screen or watching other types of content in the same 21 : 9 report on your phone.
Matt Beavis, Head of PR, Social Media and Partnership of Sony Mobile, said: "The screens of the Xperia 1 and Xperia 10 phones are really incredible. They are not based solely on the whole experience and quality of BRAVIA technology that they are usually found in high-end televisions, but the 21: 9 format allows for an exceptional visual experience, without black borders, in movement.The partnership with Vue in this unique way will allow us to really have the relationship 21 : 9 on mobile phones and make us resonate with people who want to enjoy exceptional content without compromising the quality of the screen ".
Shivali Ramanandi, Media & Partnerships Manager of Vue said: "We are pleased to work with Sony in this exclusive campaign. The collaboration with another brand that is obsessed with offering its customers the best possible experience was for us a natural step and we are excited to bring these ideals to our locations throughout the UK, Ireland and Germany ".
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