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ARENA Cinemas AG

Grand opening of cinema complex for the Glarus region

ARENA Cinemas opened a cinema complex in Netstal in April 2019. The new ultra-modern cinema with five screens is now their sixth location in Switzerland.

Paterson-Entertainment was commissioned by ARENA Cinemas with the implementation of all marketing activities surrounding the launch of the new cinema. All media, promotional and press activities focused on the big opening weekend.

Media campaign
A media campaign of posters at selected locations that kicked off well ahead of time, coupled with a Google search campaign, drew attention to the new cinema complex several weeks before the grand opening.

The promotional activities for the opening weekend received an additional boost from a media partnership with Somedia that guaranteed coverage in all regional and national media.



All major companies in the region were presented with an Easter basket drawing their attention to the opening of the cinema and the new event and advertising opportunities it presents.

The broader population of Glarus found a popcorn bag in their letterbox, which they could fill with free popcorn when visiting the cinema.

For the younger target group, a special cinema menu was created in cooperation with McDonald’s Glarus: the menu came with a voucher for a reduced-price cinema ticket.

Opening weekend
The climax of all activities was the opening ceremony, to which local guests from politics, business, culture and the regional media were invited. These guests were the first to experience the new cinema before the official opening.

On the official opening weekend, everyone in Glarus qualified for a reduced ticket price including popcorn and a beverage. There was also a free balloon for the younger guests.