SUPERSTAR SIGNAGE ENSURES SUCCESS FOR CINEWORLD’S PREMIERE-PACKED WEEK

13.11.15

In the week that Birmingham was abuzz with the release of not one, but two, previews, local signage titan Hollywood Monster kitted out the premieres to make them fit for the stars.

The two premieres could not have been much more different: on one hand was the new James Bond blockbuster, Spectre, filled with fast cars, pretty ladies, and sinister secrets; on the other hand was an exclusive screening of the first episode of BBC 1’s hit comedy sitcom Citizen Khan’s fourth series. Both saw Cineworld roll out the red carpet and eagerly await the star-studded line-ups. Spectre hit the screens of Cineworld at Resorts World Birmingham on 26th October, marking the official opening of the new cinema at the £150m leisure and entertainment destination. The 007 showing was also the first in the UK to be done on an IMAX screen, treating the VIPs to a truly top-class cinematic experience.

Across town, Broad Street’s Cineworld played host to Birmingham’s first family, the Khans, as the BBC characters turned up to celebrate the new series. Dressed as their alter egos, the actors arrived to the glitzy event in the show’s trademark yellow Mercedes, emerging to greet their guests with gumption and even take a few selfies. This comes after Adil Ray, the actor and creator behind Citizen Khan, took over the tannoy at Birmingham New Street station as the patriarch of the well-known Asian family. Ray treated passengers and staff alike with out of the ordinary announcements, brightening up the otherwise mundane travel experience.

Paul Millington, General Manager of Cineworld Birmingham, said, ‘Having two great events in the space of a week was certainly a mammoth task, but we are so glad that they both went off without a hitch. Of course, there is so much that needs to be organised and delivered before these events can take place, and on behalf of Cineworld, I am so grateful to everyone who pulled together to make them both so successful.’

Like all things celeb, both premieres required a hand behind-the-scenes to help guarantee that they were ready for their close ups. Hollywood Monster was one of those who roared in to save the day, supplying the venues with ample artwork and signage installation. The Spectre project took on average 10 hours from start to finish, including artwork, workshop and installation. The task saw Hollywood Monster installing backdrops at the end of the red carpet and backlit banners, as well as huge lit cubes with printed panels on each face.

Alice Lutwyche, Hollywood Monster’s Project Manager for the Spectre premiere, said, ‘Hollywood Monster has worked closely with Cineworld for over five years now, and because of the nature of the film industry, there is never a dull project! The Spectre premiere was a particular favourite though. It was great fun to work on, as Bond is such a well-loved national icon. We wanted the red carpet to have a suave and sophisticated look, but we also wanted it to have an added edge. This is where the cubes came into play, as they were both out of the ordinary but sharp and sophisticated, much like 007 himself.’

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