Rethinking a night at the movies

Everyman Media Group

Truth

The Everyman Media Group acquired seven boutique London cinemas in 2008 and asked 20.20 to create a radical proposition for a premium cinema experience. We identified a mass-affluent audience looking for a night at the movies that offered real value for money at a reassuring price point. This luxury proposition needed to transform Everyman’s Belsize Park into a flexible 18-hour venue, and provide a concept blueprint for roll out to the remaining sites.

Change

We defined a cinema experience that would transform Everyman’s boutique cinema into a memorable and grown-up destination for a night out. By challenging customer expectations, we created a concept from identity to interiors that would make Belsize Park special, creating a vibrant and sociable foyer, comfortable auditorium seating and principles for seamless (in-seat) service that would raise the bar for local cinemas.

Success

+ Belsize Park model rolled out to Everyman’s boutique estate
‘20.20 were effectively given a blank sheet of paper. We said in the brief that we wanted to be different from everyone else on the market.’
- Alex Brick, Everyman Chairman