Cineplex Entertainment is giving Canadian Olympians their close up on the big screen.
The Canadian Olympic Committee (COC) has named the entertainment company the official movie partner of the Canadian Olympic team.
As part of this one-year partnership, Cineplex has been showing the stories of Canadian Olympians on its theatre screens across the country, providing another platform for the COC’s #WeAreWinter campaign.
With the Sochi 2014 Olympic Winter Games kicking off this Thursday, Cineplex is running #WeAreWinter spots during the pre-show of movie screenings in more than 1,600 of its theatres, as well as in theatre lobbies.
COC chief marketing officer Derek Kent said in a release that exposing the stories of what the athletes do daily in their sport on such a large number of screens several times a day “gives tremendous profile to our Olympians and gives Canadians an opportunity to connect with our athletes.”
The spots direct moviegoers to another component of Cineplex’s marketing promotions related to the Canadian Olympic team: Cineplex.com/Olympics, a site where seven Canadian athletes have shared their personal selections of movies they find inspirational.
In November, Cineplex hosted a Community Day Fundraising event in support of the Canadian Olympic Foundation. Cineplex ran free movies and $2 concessions, raising $375,000.
