Transformation of Kuwait National Cinema Company into Cinescape: a vibrant new entertainment brand in the Kuwaiti market

The project marks a unique branding exercise designed to target the vibrant Kuwaiti youth with a home grown brand that is able to compete with the best in the world.

Enterprise IG was commissioned by Kuwait National Cinemas to transform the Company, previously linked to the government, into a brand that reflected the significant changes made by the Cinema Company since its privatisation. The challenge was to create something compelling and energetic that connected with the youth of Kuwait who are very demanding in their consumer choices. Enterprise IG incorporated the concepts of light, energy and movement into the brands' design strategy which creates a vibrant image that will be felt throughout the new Cinescape experience - from the drink and popcorn containers, to uniforms, signage, theatre magazine and digital branding.

The development of Cinescape is seen as a critical step in the development of a powerful entertainment brand.

"The cinema is a very important entertainment outlet for Kuwaitis," says Hermann Behrens, Managing Director of Enterprise IG. "We want the new Cinescape to be positioned beyond the cinematic experience by forging a relationship with Kuwaiti youth and cinema goers. Cinescape is a complete experience delivered through a brand that truly reflects the aspirations of its audience."

The launch of high tech cinemas and the introduction of Mega Cinema venues boasting a minimum of 12 screens will further enhance Cinescape as the place to go, be seen, socialize and catch the latest movies. And while the rest of the entertainment landscape attempts to rival Cinescape's market leadership, there is an opportunity to claim ownership in the market by placing the brand at the top of the mind of those seeking entertainment. Building brand equity that transcends the product (movies) or its method of delivery (technology) will allow Cinescape to be a holistic entertainment offering.

"We selected Enterprise IG because of their proven ability to create a lasting and powerful brand which moves and inspires people," says Abdulwahab M. Al Marzouk, Chairman and Managing Director. "The Agency has effectively created a branding vision which we feel is a benchmark for future projects."

As KNCC Marketing Director, Lujain Al-Saleh concludes, "Cinescape is not only a form of escapism, in the tradition of all cinemas, but it has also become a key social setting. Because of this, we set out to ensure that the vibrancy of Cinescape becomes entrenched into the lives of our audience."