The largest cinema operator in Romania, Cinema City, sold 3,7 million tickets and had incomes of 21,8 euro million in 2011, a growth of 20% compared to 2010, which came from the 12 multiplexes which it operates in 10 Romanian cities Bucuresti (Cotroceni & IMAX and Sun Plaza), Baia Mare, Arad, Timisoara, Cluj, Targu Mures, Iasi, Bacau, Braila si Pitesti). The medium ticket price was 4.53 euro, a bit smaller than in 2010, Saptamana Financiara magazine reports.

Cinema City is also the largest cinema operator in South-East Europe and Israel and it operates 95 multiplexes with 901 screens in seven countries (Poland, The Czech Republic, Slovakia, Hungary, Romania, Bulgaria and Israel). The operator has 4000 employees and is also involved in multiplex advertising and film distribution (through Forum Film).

The company had total incomes of 267,5 euro millions, a growth of 14% compared to 2010. The number of sold tickets grew with 16,2% in 2011, to 35,5 million, from 30,5 million, in 2010.

22 multiplexes and 192 screens were added to the network last year, which includes the Palace Cinemas that Cinema City bought in Hungary, Slovakia and The Czech Republic. 800 of the cinema halls, which represents 90% of the network, are fully digitalized,  and it is expected that the whole network will be digitalized by the end of the first semester of 2012.

Cinema City plans on opening 5-7 multiplexes with with approximately 70-90 cinema halls in 2012, in Romania, Bulgaria and the Czech Republic.

Ferrero communicated Kinder Bueno through a targeted activation mechanism developed especially for Cinema City Cotroceni.

The message of the latest TV commercial - „Give in to temptation” – was brought to the cinema by installing in the lobby a booth with a mirror on one of its walls, only in appearence a regular one, because behind it there were both an improv artist and a drawer. The improv artist approached women who passed by the mirror, paying them compliments. In the meantime, the drawer sketched their portraits. Over four weekends, over 760 women played the magic mirror game, were complimented and received portraits.

„It was the first time we changed the way and the location for communicating Kinder Bueno, together with the new image campaign. The unprecedented of the idea was succesful and we were glad to see positive reactions to the campaign in Facebook discutions”, Adriana Novac, Brand Manager Ferrero stated.

 „The unconventional Kinder Bueno project was one of the most interesting we have worked on. The creative concept was of decisive contribution in the success of this action in Cinema City Cotroceni, being especially developed for cinema. With this project, Ferrero communicated to its target exactly.”, Raluca Demetriade, New Age Media Romania, Cinema City’s media house Sales Manager stated.

The Lowe&Partners team is responsible for the creative concept.

New Age Media Romania, Cinema City’s media sales house, increases its portfolio with the eleventh cinema - Cinema City Arad Galleria, which was opened on October the 6.

The multiplex is the second one in Arad that the sales house offers and, as a premiere, is the first full digital one in its portfolio, making the production costs for the commercials which will be played on the 8 screens of the cinema significantly lower.

“The new cinema in Arad is the second one we add to our portfolio this year and the first full digital one on its very opening. Soon, the entire Cinema City network will go through a digitalizing process, so, besides the largest multiplexes network in our country, we will be able to offer our clients the most accessible way to play their commercials on the big screen.”, Raluca Demetriade, New Age Media’s Sales Manager stated.

With a portfolio of 106 cinema halls, New Age Media administrates publicity for over 61% of the multiplexes halls in our country, having a network that covers nine of the largest cities in Romania: Bucharest, Cluj, Timisoara, Iasi, Bacau, Pitesti, Arad, Baia Mare and Braila. A new cinema is to be added to its portfolio by the end of the year, in Targu Mures.