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Dubai, UAE: 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 thirsty entertainment goers access to the entire brand portfolio, including Coca-Cola, Fanta, Schweppes, Sprite, Coca-Cola Light, Coca-Cola Zero, Sprite Light, teFuze Frutea 2-in-1 drink and Arwa water.
Where people once came together solely for a viewing experience at cinemas, now they meet, share, contribute, celebrate and connect through a variety of senses. Consumers search for alternative entertainment opportunities beyond a blockbuster cinematic experience and Novo delivers this through new partnerships, technological advances and alternative content.
An important part of this is the drinks available, whether it is in the comfort of Novo's popular theatres, in its 7-star luxury or immersive IMAX experience.
"This year will see Novo Cinemas expand its number of screens in the region by 55%. 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 Debbie Stanford-Kristiansen, CEO at Novo Cinemas.
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.
"We are pleased to work with such a prestigious Cinema company and appreciate the support of Novo Cinema's CEO, Debbie Stanford-Kristiansen and the team. The agreement with Novo Cinemas represents our commitment to developing partnerships, built on common vision and mutual success through our brand portfolio and services. 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 Walter Gordon, Director, Customer and Commercial, Middle East and Northern Africa.
The Coca-Cola brand is around 130 years old and has been a prominent leader in the soft drinks space since its conception. It has a rich history in cinema dating back to the 1900s, where it has been featured on-screen, as well as enjoyed by movie lovers whilst watching the latest blockbusters. As a leading global aerated beverage company, Coca-Cola has partnerships spanning across the world with leading local cinema providers.
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About Novo Cinemas
Novo Cinemas is one of Middle East's leading operators in immersive movie entertainment experience with an impressive number of facilities in UAE, Qatar and Bahrain. A passion for movies and a mission to entertain film fans everywhere, Novo Cinemas is the most expansive chain of theatres in the Middle East. Since its inception in 2000, Novo Cinemas has witnessed exponential growth to an unparalleled 129 screens and 23,000 seats in 15 locations across the UAE, Qatar and Bahrain. Ongoing expansion plans are set to hike the numbers to over 200 screens by 2016 while the IMAX network will be extended to 6 spectacular screens.
At its inception in the year 2000 Novo Cinema's flagship multiplex in Dubai, United Arab Emirates, was the cornerstone of an entertainment chain that was about to extend across borders and introduce to the region pioneering technologies such as online booking, e-kiosks and the first cinema-dedicated mobile app, UAE's first IMAX screen, in addition to the luxurious and revolutionary 7 STAR concept of film exhibition to name a few.
In 2012, Novo Cinemas joined ELAN Group as part of the Gulf Film Group, creating a regional powerhouse in entertainment to provide the latest in film innovation and set worldwide standards in the area and beyond.
Attuned to the evolving social habits and needs of today's movie-goers, in 2014 the corporate venture re-inaugurated the chain as Novo Cinemas, with an identity that reflected a promise of complete entertainment experience.
In the same year, Novo Cinemas opened doors at World Trade Centre-Abu Dhabi, a strategic location in the capital's old central market. It also took premium cinema to Qatar, welcoming movie-goers at the luxury island destination of The Pearl-Qatar. The year 2015 witnessed Novo Cinemas' opening Bahrain's one and only IMAX theatre in Seef Mall- Muharraq.
Book your Tickets online at www.novocinemas.com or through our Novo App.
Facebook: Novo Cinemas | Twitter: @NovoCinemasUAE | Instagram: @NovoCinemasUAE
About The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, one of the world's most valuable and recognizable brands, our Company's portfolio features 20 billion-dollar brands including, Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, POWERADE, Minute Maid, Simply, Georgia, Dasani, FUZE TEA and Del Valle. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of more than 1.9 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world's top 10 private employers with more than 700,000 system associates. For more information, visit Coca-Cola Journey at www.coca-colacompany.com, follow us on Twitter at twitter.com/CocaColaCo, visit our blog, Coca-Cola Unbottled at www.coca-colablog.com or find us on LinkedIn at www.linkedin.com/company/the-coca-cola-company.
For additional information please contact:
Melinda Mesiano
Account Executive
Grayling
T +971 (4) 360 0785 | M +971 (0)55 830 6269
melinda.mesiano@grayling.com
For more information, please contact:
Omar Bennis
Public Affairs & Communications Director
Coca-Cola Middle East
Tel: +971 4 4444 671
E-mail: ombennis@coca-cola.com
© Press Release 2016
