Very important packaging for Cineworld

What does VIP look and feel like? Our premium packaging for Cineworld VIP Experience cards inspired customers to “feel more”.


The challenge

Linney provides Cineworld with creative across all touch points, from digital screens to printed POS and large-scale installations. They asked us to design and produce premium packaging for VIP gift cards and display units that showcased the comfort and exclusivity of their VIP offering in an enticing way.


The idea

We came up with several options for Cineworld to consider and they loved the seat in the box concept, which gave customers a glimpse of the VIP experience and left them wanting more. The inside of the packaging was made to mirror a cinema chair folding open as the customer opened the box.

Our in-house artworking team honed the designs, giving us the perfect opportunity to add extra creative flourishes and experiment with different print finishes. The resulting designs provided a premium-feel product at a great price for Cineworld.

After creating the concept, artwork and accompanying point of sale unit, we also produced video for the campaign across social to complement the whole VIP campaign.

The result

Cineworld sent the VIP gifts to social influencers who enjoyed the VIP Experience and shared their thoughts with thousands of followers.

Due to the success of VIP box we were asked to help with the new Gift boxes.  The new boxes launched in time for Father’s Day alongside a fresh point-of-sale suite – the striking campaign even received media attention from ITV’s This Morning, with the Cineworld product listed as a ‘must-have’ gift. The regular and birthday themed versions of the gift boxes are now available to buy in cinemas and the Christmas versions will be on shelf in the near future – watch this space.


“It can be a challenge to make a gift card an emotive gift but with the help from Linney we really feel that the VIP gift box gets the message across that this gift provides a fantastic high end experience. We really liked the idea of using the chair as part of the packaging for the VIP gift, this is one of our key USPs for our VIP experience and it was great to capture this within the packaging.”

Jo Scully – Head of Corporate Sales, Cineworld