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Cineplex conducts Big Picture campaign

Cineplex Entertainment of Toronto has begun a new brand initiative called "See the Big Picture." According to the company, the new branding is intended to encourage consumers to "rediscover the importance of entertainment in their lives," despite their busy schedules. It is also intended to reflect the company's expansion into activities beyond theatrical exhibition, including food services, digital commerce, amusement gaming, event cinema, digital signage and e-sports.

The campaign is being launched with the release of an animated short film called Lily and the Snowman, which will be posted online and included as part of the pre-show in theatres nationally through January. It will make use of various marketing and social media activities over the next several months, including additional short films, print and digital advertising, in-theatre materials and online materials. The campaign includes elements aimed at consumers as well as its own employees.

"The new strategy reflects our business, our offerings and the experience we want our guests to have when they spend time with us," said Ellis Jacob, president and CEO of Cineplex Entertainment. "When we ask Canadians to 'See the Big Picture' we are reminding them of the enjoyment we provide in our theatres from coast-to-coast. We are also asking them to rediscover the meaningful role that entertainment can play in all of our lives."

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