Unveiling the Cinematic Marvel of Superplex
Lotte Cinema, a prominent domestic multiplex cinema brand, operates 110+ theaters and 800+ screens nationwide, expanding globally in countries like China and Vietnam. In response to evolving consumer preferences influenced by the pandemic, Lotte Cinema embarked on a comprehensive renovation of its flagship PLF(Premium Large Format) theater, Superplex, after eight years since its opening. This project encompassed a profound journey, ranging from portfolio strategy and verbal/visual identity to CX-based spatial renewal and signage system development, all aimed at enhancing the physical space experience.
Pioneering an Unparalleled Cinema Experience
Franchise cinemas have traditionally served as offline spaces for diverse audiences, but they were heavily impacted by the pandemic due to their communal nature. Moreover, the rise of OTT services increased the need for domestic cinema brands like Lotte Cinema to differentiate and highlight their unique advantages. Customers sought expanded and immersive movie experiences, particularly in the key elements of cinema such as screen quality, sound, and seating. In order to address these challenges and improve brand competitiveness and consumer satisfaction, BAT proposed a new brand identity for Superplex, positioning it as a strategic and long-term master brand for Lotte Cinema.
Immersive Expansion: Delving into a New Dimension of Experience
To embed the value of primal movie experiences into the brand's core DNA, a new concept was devised. The cinema was redefined as a portal/transportation to various worlds rather than a stagnant screening space, deriving the brand concept of 'Universal Cruiser.' This concept integrated immersive sound and laser projection technology, premium seating, and diverse spaces, all of which maximize the brand's competitiveness.
Feel the Super: Unleashing Overwhelming Experiences
Superplex offers an extraordinary expedition into uncharted territories. To express this brand sentiment, BAT developed the tagline 'Feel the Super.' BAT further incorporated the brand's premium value, featuring signature theaters in Lotte Cinema's portfolio and an unprecedented spatial experience, into the logo identity. The linear and sci-fi-inspired wordmark symbolically reflects the entire brand concept, while utilizing the 'Super' identifier to unify the naming conventions of all future theater brands, aligning with the brand's strategic direction.
Signage System Expanding with Infinite Possibilities
The design system emphasizes immersion and intuitiveness, reflecting a future-oriented aesthetic. It allows for flexible application within the cinema environment and considers the physical architectural environments of all Lotte Cinema locations in South Korea. The graphic and signage systems were optimized based on visitor flow and scalability, ensuring universal design across domestic and international locations. With a focus on optimizing CX(Customer Experience) enhancement, BAT collaborated with spatial development experts and digital specialists to augment the overall customer experience.
Immersive Moments with the Essence of Theater for All
Collaborating with BAT, Superplex underwent its first renewal at the Lotte World Tower branch, resulting in a seating occupancy rate that more than doubled (216%) compared to the previous year. Moviegoer satisfaction, based on direct surveys, showed that over 95% responded with "satisfaction" or higher. Since the renovation, this branch attracted 50,000 audience members at the fastest rate, solidifying Lotte Cinema's strategic brand position and enhancing its competitive edge in the market.
