Movie theater “pre-show” and entertainment brand
PROJECT: Rename an existing and well-known “pre-show” of packaged entertainment content that is screened in many movie theaters to create an entertainment brand that extends the movie experience “beyond the theater.”
NOOVIE: An invented play on “new” and “movie.”
BRAND POSITIONING: NCM, America’s largest cinema advertising network, hired Zinzin to rename its flagship product, the First Look “preshow” that was screened in AMC, Cinemark, and many other theaters nationwide. NCM provides national, regional and local brands access to over 750 million moviegoers through this platform, and the company wanted to rebrand it to not only give it a new look and feel, but to make the product more cohesive and develop an ownable brand. As NCM noted in the launch announcement:
We’re trying to organically create a thematic arch from start to finish, so it feels more like a show. Not only will the look and feel be more contemporary and more geared toward our core audience of Gen Z and Millennial movie fans, but we’re also creating our own original content and partnering with a variety of producers.
This original content is now being packaged in an “integrated digital and mobile ecosystem delivering content, commerce and gaming, engaging consumers throughout their movie-going journey,” and beyond. The name we came up with, Noovie, is perfect for this new entertainment brand that revolves around the experience of seeing a movie in a theater, while extending that experience beyond the theater into movie discovery, mobile apps, gaming, and other content.
Noovie takes film fans behind the scenes and beyond the theater.
“We appreciated the custom approach [Zinzin] took; it wasn’t templated at all. Some of the organizations we were interviewing seemed to provide us with a templated approach. Zinzin treated us like an individual and was flexible in their approach.”
—Creative Director, National CineMedia (NCM)
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