Dubai Holding Entertainment · Cinema and live entertainment
Roxy Cinemas
A cinema chain is not only competing with other cinemas. It is competing with every reason people have to stay home or go somewhere else.
At Roxy Cinemas, the job was to make the brand feel like more than a place that showed films. Over the account, I led twelve premieres, always-on content, creator partnerships and live-sport activations, including a Euro 2024 campaign that used no movie posters or trailers at all.
The scale of the work
- 150%increase in reach, impressions and engagementsRoxy Cinemas, social performance
- 12movie premieres managed with Roxy CinemasIncluding Deadpool & Wolverine and Bad Boys: Ride or Die
- 6 monthsrunning, exceeding revenue targetsRoxy Cinemas
- Double-digitadmissions overachievementRoxy Cinemas
- 23.4%market shareBad Boys: Ride or Die, Roxy Cinemas
The campaign
More than a cinema
Twelve premieres, a creator-led football campaign and a social approach designed to make Roxy feel like more than a cinema.
The business problem
Roxy needed to increase admissions and revenue in a city with an unusually dense entertainment market. Posting the same studio posters and trailers as every competitor would not give people a reason to choose Roxy specifically.
What I owned
I led the account, the premiere calendar, creator partnerships, the Euro 2024 campaign and the day-to-day content operation. On live nights, I worked with the PR team, creators and videographers to capture the event from the brand side and turn it into content quickly.
Twelve premieres
Premieres are not one-night events. Each one begins with creator selection, access planning, countdown content and a clear reason to see that film at Roxy. On the night, the work becomes live production: talent, creators, client expectations, venue limitations and a recap that has to land while the moment still matters.
The creative shift
The brand's position was 'more than a cinema'. Our social content had to make that true instead of repeating it. We reduced reliance on borrowed studio assets and built more original work around premieres, merchandise, food, creators and live experiences.
Euro 2024
Football was the clearest test. We built a creator-led campaign around one simple argument: if you are going to watch the match, watch it on the biggest screen in the city. The campaign spoke like football content, not film advertising, because that was where the audience's attention already was.
Campaign content
Euro 2024
Always-on
Social content
Every piece, across every brand