Village Cinema’s premium movie-viewing experience, Vpremium launched at Village Cinemas Jam Factory on Thursday, 16th July. Creative agency Hive Creative was charged with the brand development and launch campaign for this new cinema experience which gives movie lovers a place to hang out regularly that’s fresh, comfy and affordable.

Wayne Murphy, founder and managing director of Hive Creative spoke to the importance of understanding the customer. “Vpremium is a very targeted campaign; great care was given to creating a relaxed vibe without cannibalising the existing and successful offerings from Village Cinemas,” Wayne said.

David Buttigieg, creative director at Hive Creative said the campaign was driven by the insight that the ‘experience’ is as important as the ‘movie’.

“Let’s face it, there’s no torrent that beats catching up with mates or hanging out with your special someone.”

Shot in first person POV, the chilled out experience is delivered to a marketing savvy demographic engaging them with some refreshing honesty. Messaging like ‘90 per cent more likely to impress your date’, promises an experience that doesn’t take itself too seriously. Lead by a 30 second spot that focuses on ‘fail dates’ and follows a lamentable hero as he fails to impress his special someone until discovering a fresh take in cinema – Vpremium.

Village Cinemas Australia’s general manager of sales and marketing Mohit Bhargava said: “With established brands such as Gold Class and Vmax in the market, establishing a unique positioning for Vpremium within the customer landscape was crucial; our teams have worked incredibly hard in bringing this exciting new concept to market.”