Vandejong amsterdam

there’sa new town in town

010

Thirteen Amsterdam cinemas combine forces

ClientThirteen Amsterdam cinemas

AssignmentDevelop a discount card for Amsterdam cinemas

SolutionCreate a community

Brand conceptCineville, a cinematic city

550 showings a week.

36 film festivals a year.

31 screens. 13 cinemas.

1 city.

cinematic, seductive, exciting

& shrouded in darkness

the introductory campaign put Cineville on the map

Small organisations usually have limited marketing budgets, and Amsterdam cinemas are no exception. Five ambitious young film fans wrote up a partnership plan. Inspired by Pathé, they conceived a card that would offer unlimited cinema admission for a fixed monthly fee. The initiative was supported by De Ba-lie, Filmhuis Cavia, Cinecenter, EYE, Bioscoop Het Ketelhuis, Filmtheater Kriterion, Melkweg Cinema, The Movies, Rialto, SMART Project Space, Studio K, Tropentheater, and Filmtheater De Uitkijk. Vandejong saw a lot of potential in the plan, especi-ally because of the scope and diversity of the art house cinemas’ programming. Together, they were offering more than 550 screenings a week, across 31 screens, each with an atmospheric character of its own. With this in mind, Vandejong proposed the marketing of more than just a card. We developed a strong brand that bundled together the cinemas’ strengths – a brand that would attract lovers of good films and put them in touch with each other.

there’s a new town in town

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There’s a new town in town: Cineville

Vandejong brought the cinemas together in a single brand concept that preserved their unique identities and used them to strengthen each other. By presenting the 13 art houses as a cinematic city, we emphasised their diversity and plurality yet also made them into a single unit – the town of Cineville. The brand concept offered unlimited possibilities for special activities and communication according to a specific set of rules, symbols and rituals. We created a world moviegoers would want to be part of. The city exists at the border of fiction and reality. It is a place where imagination rules. The street is a movie set, and the residents are actors. From now on, we call these residents Cinefielen (Cinephiles). The name Cineville immediately places the pro-ject on the right level. It subtly refers to European cinema and has a fitting tone of voice. The look and feel is cinematic, seductive, exciting, and shrouded in darkness.

All about movies, at a glance

Cineville.nl is Amsterdam’s premier portal for film fans. There, Cinephiles can find everything they want to know about the current crop of films, complete with reviews, trailers and background information. A film schedule overview shows all the movies playing in

Cineville and where to see them. Current movie news and reviews are provided by the Cineville edi-torial staff, supplemented with film articles from the daily newspaper Het Parool. In the future, the site will gain a community area, where Cinephiles will be able to meet each other and rate and discuss films. If you’re not sure what film to see, soon you’ll be able to receive automatic personal recommendations based on the kinds of films you’ve gone to so far with your Cineville pass. Online ticket ordering will also be pos-sible in the future.

Talk of the town

The great potential of the Cineville concept was im-mediately made obvious by the huge amount of press coverage it received. The actor and director Alex van Warmerdam received the first Cineville pass at a pac-ked launch party at Studio K. Cineville became the talk of the town among students. For a year, a cinema-tographic trailer was shown before every film screening in all thirteen cinemas. As of this writing, Cineville is a year old and has 4,077 residents. Cineville.nl gets plenty of traffic and has already become many Amsterdam moviegoers’ preferred por-tal for choosing a film. Cineville is thinking about ex-panding to other cities and continues to actively form partnerships, so it will be able to offer its residents even more.

Vandejong & culture

The artistic and cultural sector plays an important so-cial role in developing brainpower, creativity and social innovation. Cultural spots are places where outside-the-box ideas and unusual views of the future are hat-ched. Cultural institutions must therefore operate in the vanguard, in communications as well as in other matters. Vandejong develops cultural brands centred around content, experience and innovation. Our approach is hallmarked by our participation in both the everyday world of the audience and the creative sphere. We as-sist institutions in thinking about programming, acti-vities and communication that can help them to build bridges with the public.

the Cineville trailer runs before every movie.

Cineville.nl is amsterdam’s film portal, with trailers, reviews by Cinephiles and more

There’s a new town in town Woensdag 1 juli 2009

Alle f ilmtheaters, alle f ilms, alle aanvangstijden, trailers en recensies vind je op cineville.nl

EEn flinkE wEErsvErandEring is op komst. EEn warmtEfront haalt dE kou uit dE lucht En hEt ijs zal massaal vErdwijnEn. vErwachting voor dE komEndE twEE uur: EEn niEuwE tijd van zon, van groEnE bomEn En groEn gras, niEuwE vijandEn En niEuwE liEfdEs.

het weer:

Vrouw ruilt baby Voor iPod

Cineville. Ineens was hij verdwenen; de filmladder in de krant van Amsterdam. De Amsterdamse redactie is mas-saal gebeld en gemaild door verontruste Amsterdam-mers. Is de hoofdstad na de sluiting van diverse musea nu ook haar beste films kwijt? ‘Ja’ is het onthutsende ant-woord. Alle goede films en het overzicht daarvan zijn verhuisd naar Cineville. Kijk op cineville.nl/agenda

Cineville/Wenen/New York. De Oostenrijkse moderecensent Brüno heeft in een Amerikaanse talkshow uit de doeken gedaan hoe hij in Afrika een baby heeft verkregen in ruil voor zijn iPod. De moeder van de baby ging schijnbaar klakkeloos akkoord met het aanbod. De kinder-loze homosexueel Brüno verklaarde dat hij net als Madonna en Angelina Jolie het recht heeft om een Afrikaans kindje te adopteren. Meer? Ga naar Cineville.nl/Bruno

film-ladderkwijt!

Onbeperkt naar de film voor maar €17,50 per maand!Koop de cinevillepas op cineville.nl of in de bioscoop.

advertentie

advertentie

voor echt nare

vlekkenSunShine Cleaning

ga naar cineville.nl

47°Vrouw in broek gezienCineville/Parijs. Geen vrouw ontkomt er meer aan: ‘le broek’. Geïntroduceerd door mode-icoon Coco Chanel. In som-mige opzichten is ze een vrouw als zo vele: geboren in een arm gezin, zonder connecties of opleiding. Maar ook een vrouw die weet hoe mode gebruikt kan worden om onder het juk van de ingesnoerde korsetten en ongemakkelijke silhouetten vandaan te komen. Bezoek cineville.nl/coco

striking advertisements in het Parool linked to current films Unlimited entry to an imaginary cinematic city

about Vandejong

Vandejong is an enterprising, strategic, creative communications agency. We like to work with people who dare to forge new paths and believe in two-way inspiration. Vandejong stands for honest, sincere communication with a distinctive style. Our strategists and creatives work closely togeth-er on brands and campaigns. We bring in outside experts when necessary. We therefore contribute in a broad way, from brand concepts and creative strategies to concrete campaigns, materials, and even new services and products when necessary.

Cineville

strategy, concept and productionVandejong

Cinema trailer produced in collaboration with:

director

Wouter Stoter (Comrad) design/doP

Jesse Boeijen, Tjeere van Toorenburg, Menke Visser (Comrad)

ProducerMelissa Nieveld (Comrad)

editingComrad Edit

online facilitiesAVP

sound designRens Pluym (The Ambassadors)

musicCoparck

PhotographyJaap Scheeren

001 Foam A museum as brand002 neau World water for world citizens003 Foam magazine Exhibitions in a magazine004 anno We make history!005 University of twente We create futures006 Foam Fund Investment advice007 University of twente Start studying008 stichting waterexpo 2010 A revolution in thinking about water009 Un. giFt Fight human trafficking010 Cineville There’s a new town in town011 dutch ministry of Foreign affairs Alliances for a better world012 Various Consortia Hello Zuidas013 the groene hart The Randstad’s experimental garden014 City of amsterdam housing department 150 years of Wibaut015 Castrum Peregrini Intellectual playground016 Foam / anP historisch archief / museum of national history New greetings from...

Download the latest cases at vandejong.nl or request them from info@vandejong.nl

more informationIlse HuijgAgency managerilse@vandejong.nl

Contact ust: +31 20 462 2062e: info@vandejong.nl

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