One Day Agency Expands International Work With Cineworld and Cinema City
Manchester-based One Day Agency is expanding its work with Cineworld and Cinema City, extending creative and performance frameworks into six additional international markets.
The expanded remit follows the agency’s work with Cineworld in the UK and a Cinema City pilot in Poland. It brings film promotion and brand awareness creative together with performance media, with the approach adapted for audiences in each country.
Building Recognition Beyond the Blockbusters
The creative framework combines campaigns for upcoming films with advertising that gives audiences reasons to choose the cinema brand itself.
That means maintaining visibility throughout the film calendar, including the periods between major blockbuster releases.
In the UK, flexible creative allows individual film campaigns and monthly release round-ups to be updated as the slate changes. Brand awareness activity runs alongside this, with audience insight and campaign performance informing creative refreshes.
Premium cinema experiences also provide stories beyond the films. Cineworld’s selected locations offer formats including IMAX, ScreenX and 4DX, giving the creative further ways to communicate the experience of a cinema visit.
Taking Learnings Into New Markets
The wider rollout builds on experience from the UK and Poland, while leaving room for differences in audience behaviour.
Alexandra Gonçalves, Senior Paid Social Media Manager at One Day, explained that campaign performance in Poland helped the team identify where the UK approach needed adapting.
The next phase will use booking behaviour to understand what drives ticket purchases in each country. Those findings will inform further testing of channels and creative approaches.
Each market will share the framework’s combination of film promotion and brand building, with local adaptations shaping how it reaches audiences.
Supporting Localisation With AI
To support the international rollout, One Day has developed a software application that uses AI to help localise digital adverts.
The application reduces manual production work when adapting campaign assets across countries. It is designed to help brands scale internationally while maintaining a consistent creative identity.
Kris-Anne Viray, Head of Design at One Day, said:
“The challenge with international creative is finding the right balance between consistency and local relevance. We’ve built the framework to give every market a strong shared foundation, while retaining the flexibility to adapt around local audiences, behaviours and priorities. It means we can scale the work efficiently without losing the quality or relevance that makes it effective.”
Connecting Strategy Across Territories
The expansion extends One Day’s integrated approach to creative and media across a broader international remit.
Sharing learnings between territories gives teams a common starting point, while local campaign results help shape the work in each market.
Carla Bradford, Digital Marketing Director – International at Cineworld, said:
“It’s been a pleasure working with One Day on this campaign. Centralising our strategy and being able to share learnings across territories has proven immensely valuable and ensures we are constantly optimising our paid media efforts.”
Read the full announcement on One Day Agency’s international work with Cineworld and Cinema City.
