TVC project introducing Lotte Cinema movie theater services.
Right Media produced this TV commercial for Lotte Cinema, showcasing the cinema complex's services for both individual customers (B2C) and businesses (B2B). In addition to screenings, Lotte Cinema also offers premium seating, food and beverage options, and on-screen advertising services for businesses. The filming took place at two locations: Lotte Cinema Go Vap (Saigon) and Lotte Cinema West Lake (Hanoi).
Lotte Cinema TVC Project
Project information
| Client | Lotte Cinema |
|---|---|
| Branch | Cinema |
| Service | TV commercial introducing cinema services. |
| Target | Introducing cinema services to both individual customers (B2C) and businesses (B2B). |
| Scale | Filming took place over two days at Lotte Cinema West Lake (Hanoi) and Lotte Cinema Go Vap (Ho Chi Minh City). |
| Hand over | Three TV commercials are included: one full version introducing the service and two shortened versions for the B2B and B2C groups, along with all the recorded source code. |
Customer requirements
Lotte Cinema is a chain of movie theaters belonging to the Lotte Group (South Korea), with many theaters in Vietnam. Most people think of theaters as just places to watch movies. Lotte Cinema wanted a TV commercial to show that theaters serve many other needs, for both moviegoers and businesses needing venues or advertising channels.
Lotte Cinema is a chain of movie theaters with many branches in Vietnam.
The client made four requests:
- Clarify the B2B and B2C services offered at Lotte Cinema, from the space and food options to the overall experience, so that viewers know what the cinema is providing.
- This shows the screening rooms, lobby area, and sound and video systems at Lotte Cinema.
- Introducing Lotte Cinema's premium theater categories such as Charlotte Theater and Cineplex Theater.
- Introducing other services, such as renting DID LED systems and advertising screens for businesses.
Right Media's solution
These four service groups are quite different. There are services for couples going to the movies on weekends, and services for corporate marketing departments. The team had to fit them all into a single movie theater TV commercial that viewers could still follow.
The video goes over the services and facilities of Lotte Cinema.
Right Media chose to let visuals guide the viewer: the audience walks through each space of the theater and sees the service associated with that space. Specifically:
- Filming took place at two locations: Lotte Cinema Go Vap (Saigon) and West Lake (Hanoi), to provide sufficient backdrops for the various service groups.
- The film features multiple settings, from the lobby and F&B counter to the screening room, with moving camera angles to give viewers a sense of the theater's atmosphere.
- Record scenes of customers using the service at the cinema, so viewers can visualize what they will experience.
- No voiceover. The video tells the story through images and music, with viewers following the narrative through the space of the theater itself.
Right Media's workflow in the project in collaboration with Lotte Cinema
Right Media created this movie theater TV commercial in six steps, closely adhering to Lotte Cinema's brand identity.
Filming crew in the screening room.
Step 1: Receive brief & image direction
Right Media is in discussions with Lotte Cinema to finalize B2B-B2C communication objectives, visual style, and brand identity standards to be adhered to.
Step 2: Survey the theater and develop the concept.
The team surveyed the selected cinema complexes, then developed a concept centered around the customer experience and the cinema space.
Step 3: Develop the script and filming plan.
The crew finalized the storyboard, scheduled filming in both the North and South, and devised a filming plan that would allow theaters to continue operating normally and avoid disturbing moviegoers.
Step 4: Organize the filming.
During filming, the crew prioritized moving camera angles and close-ups of customers' faces in the theater.
Step 5: Post-production & Finalization
The film is edited at a fast pace. The colors are adjusted to match the brand identity, and the music is chosen to suit the youthful spirit of Lotte Cinema.
Step 6: Handover & Multi-platform Publishing
The video was produced in multiple versions: as a TV commercial, posted on digital channels, and screened in theaters. Lotte Cinema could use a single production run across multiple channels.
Achievements
Lotte Cinema's movie theater TV commercial is over a minute long. During that time, viewers are shown through the lobby, food counter, screening rooms and premium seating areas, and then the business services. Each service is associated with a specific space, making it easier for viewers to remember.
Right Media team and Lotte Cinema crew on the day of filming.
Lotte Cinema used this movie theater TV commercial across its various media platforms to promote its services to both individual customers and corporate partners.
Right Media – A specialized media partner for B2B businesses, factories, and industrial parks.
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