CINEPLEX HIRES SAMPLING FIRM
By Adnews Staff
After handling its sampling programs in-house for 11 years, Cineplex Odeon Corp. of Toronto has hired an agency to handle the job. The theatre chain gave the account recently to Demographics of Woodbridge, Ont. because "they bring the creativity and expertise to implement programs which will provide value to both our patrons and our advertising clients," marketing and communications vice-president Marci Davies says in a release. Demographics was given the business after Cineplex spoke with several agencies. The firm will be responsible for identifying and implementing new in-theatre sampling opportunities for the manufacturers of consumer products such as chewing gum, breakfast cereal, candy bars and fragrances. Demographics will also develop activities for theatre customers such as bundled loot bags, contests, a calendar of seasonal events and movie-themed promotions.