Cinema company ties up with Coca-Cola

25/04/2016 08:41 AST

Novo Cinemas, the largest chain of theatres in the Middle East, has entered into a new five-year strategic beverage supply and marketing partnership with Coca-Cola, the world's largest beverage company, for its 129 screens and 23,000 seats across the UAE, Qatar and Bahrain.

The partnership unites two iconic brands with a history of spreading happiness and offering quality services and products to a diverse audience. The new deal will offer Novo's entertainment goers access to the entire brand portfolio.

"This year will see Novo Cinemas expand its number of screens in the region by 55 per cent. We are seeing extraordinary growth and as we look at expanding our technological and in-venue experiences for consumers, we need to ensure our F&B offering is aligned. Coca-Cola is an iconic global brand and we are proud to now offer their desirable portfolio of aerated beverages," said Novo Cinemas chief executive Debbie Stanford-Kristiansen.

The partnership with Novo also represents a valuable marketing opportunity for Coca-Cola, including concession marketing, promotion opportunities, access to Novo Cinema's extensive social and digital community, as well as the showcasing of Coca-Cola advertising footage prior to the feature film.

"The agreement with Novo Cinemas represents our commitment to developing partnerships, built on common vision and mutual success through our brand portfolio and services," said director, customer and commercial, Middle East and Northern Africa Walter Gordon..

"Our long heritage with the cinema channel, our passion to offer unique and memorable experiences for Novo guests and Coca-Cola consumers, through developing and activating high quality marketing programs, will create value for both Novo and Coca-Cola. It also provides a unique platform to connect and engage with our consumers through unique moments of happiness and new channels in the region," said Mr Gordon.

Gulf Daily News