Right Media is honored to have produced the TV commercial introducing Lotte Cinema – one of the largest cinema chains in Vietnam. With the goal of conveying a modern cinematic experience and a high-class entertainment space, the project was meticulously invested in from concept to production to clearly portray the brand's appeal to young audiences and families.
TVC project introducing Lotte Cinema movie theater services.
Customer requirements
Lotte Cinema is a chain of movie theaters belonging to the Lotte Group (South Korea), currently one of the largest cinema chains in Vietnam. The brand is distinguished by its modern theater spaces, advanced projection technology, and customer service standardized to international standards. In the Vietnamese market, Lotte Cinema continuously expands its system and diversifies its entertainment experiences to meet the ever-increasing demands of audiences.
Lotte Cinema is a reputable and professional chain of movie theaters in Vietnam.
For this TV commercial project introducing its cinema services, Lotte Cinema has set out the following requirements:
- The presentation emphasizes both B2B and B2C services at Lotte Cinema, from the space and food options to the overall experience quality, thereby clearly illustrating the service ecosystem that the brand is providing.
- Highlighting the modern screening room space, the spacious lobby, and the advanced sound and image system at Lotte Cinema.
- Introducing premium theater options exclusive to Lotte Cinema, such as Charlotte Theater and Cineplex.
- Introduce other services offered by the cinema, such as rental of DID LED screens and corporate advertising display screens.
Right Media's solution
Lotte Cinema is a large enterprise, so the requirements, while seemingly simple, actually demand a very high level of perfection in terms of visuals, messaging, and viewer experience. Every frame needs to be carefully calculated to both accurately reflect the brand identity and convey the modern, upscale feel that the cinema chain aims for.
Right Media focuses on highlighting and emphasizing the advantages of Lotte Cinema's services and facilities.
On the other hand, Right Media's challenge was to find a way to subtly showcase Lotte Cinema's prestige while highlighting the brand's unique advantages over other cinema chains in the market. After listening to Lotte Cinema's wishes and conducting market research, Right Media developed the following TV commercial project introducing Lotte Cinema's movie theater services:
- Filming focused on two locations: Lotte Cinema Go Vap (Saigon) and Westlake (Hanoi) – two iconic cinema complexes known for their scale and service experience.
- Utilizing diverse settings from the lobby and F&B counters to high-standard screening rooms, combined with smooth camera movements, to fully convey the vibrant and modern entertainment atmosphere.
- Capture the full range of customer emotions while using the service at the cinema, thereby authentically conveying the entertainment experience that the brand provides.
- Instead of voiceovers, the TV commercial chooses to tell the story through images and music, allowing viewers' emotions to be naturally guided and enhancing the cinematic quality of the entire work.
Right Media's workflow in the project in collaboration with Lotte Cinema
In the TV commercial project introducing Lotte Cinema's movie theater services, Right Media implemented a production process refined to the standards of a major brand, ensuring both adherence to brand identity and optimization of the visual experience.
The theater space was fully and meticulously filmed thanks to Right Media's state-of-the-art equipment system.
Step 1: Receive brief & image direction
Right Media worked with Lotte Cinema to clarify B2B-B2C communication objectives, desired visual style, and brand identity standards to be adhered to.
Step 2: Survey the theater and develop the concept.
The team conducted on-site surveys at key cinema complexes, and from those surveys, developed a concept focused on customer experience and a high-class entertainment space.
Step 3: Develop the script and filming plan.
Finalize the storyboard, schedule filming at both the North and South ends of the bridge, and calculate filming methods to avoid disrupting other theater operations and customer experience.
Step 4: Organize the filming.
The filming process utilizes cinematic equipment, prioritizing moving camera angles and close-ups of customer emotions to enhance the TV commercial's cinematic appeal.
Step 5: Post-production & experience optimization
The film was edited at a fast-paced, modern pace; the color grading was done according to the brand identity, and the music was designed to match Lotte Cinema's youthful spirit.
Step 6: Handover & Cross-Platform Optimization
The video is produced in multiple versions for TV commercials, digital formats, and theatrical releases, allowing brands to effectively leverage its potential across the entire media ecosystem.
Achievements
The Lotte Cinema TV commercial, produced by Right Media, is just over a minute long but successfully conveys the image of a modern, large-scale cinema system with rich emotional experiences. Through storytelling using real-life customer experiences at the cinema, the TV commercial makes the brand relatable while maintaining its high-class status.
The Lotte Cinema team highly praised Right Media for its professionalism, meticulousness, and flexibility in every process.
Furthermore, video products effectively support Lotte Cinema's multi-platform communication activities, contributing to enhanced brand recognition, increased trust with individual customers and corporate partners, and creating a clear competitive advantage in the cinema market.
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