Empire Theatres, Canada's second largest chain of movie theatres with over 50 locations and 400 screens from coast to coast, understands the importance of a strong brand.
Since 1984 Empire Theatres has been synonymous with movies and entertainment in Atlantic Canada, benefiting from exceptional brand awareness and market penetration. In 2005 the Empire Theatres brand went national when they purchased a number of theatres in Ontario and Western Canada.
In 2007, Empire Theatres engaged Revolve to perform an independent audit of their brand and customer experience. From the pre-purchase decision (online and traditional advertising) to evaluating employee attire and consumer interaction through concessions, signage, washrooms and finally the in-theatre experience, all touchpoints were examined and evaluated. The result of the audit was development of a brand strategy to help Empire Theatres move from being a movie theatre chain to the number one entertainment destination in the neighbourhoods they serve.
Key elements of this ongoing engagement have included a keynote presentation to Empire Theatres managers from across the country on the relationship between brand and customer experience; a new Empire Theatres brandmark; and new names and marks for proprietary brands (Songo, their online music store) and Cuts and Swirls (concessions). Revolve has also provided guidance on program and services rationalization, exterior and interior design, and other elements of the Empire Theatres customer experience.