A sparkling performance for Cineworld

Our latest 3D card campaign caught the attention of cinemagoers’ eyes this winter


Over the past 5 years, Cineworld has turned to Linney to help bring their print, social, digital and customer experiences to life.

For a recent promotion, the popular high-street cinema approached us to sprinkle a little magic on their Charades in the Gift Box campaign. With a small budget and over 100 bespoke Cineworld sites to bear in mind, we set out to produce the most effective, attention-grabbing Christmas theatre point of sale to stand-out in their cinemas.


After careful consideration with the client, our 3D team created a ‘tree’ made from charade cards. Starting with a white mock-up, our on-site team worked on the idea and artwork, giving the tree its creative flourishes. This was then topped off with a sparkling Cineworld star.  


The resulting tree proved an instant hit – the distinctive use of card to tie into the charades theme and the Cineworld star on the top meant the promotion was on brand and became a stand-out feature in every cinema.

Following the launch of the promotion, Sitota Beyene, Cineworld Campaign Marketing Manager said “ the Christmas tree concept was successful in bringing to life our Charades campaign within our foyers. Cinemas enjoyed building the tree, and some even used theirs to display our gift boxes.  True to our campaign, the Charades Christmas tree gives a twist on the traditional”.