Pop Art goes BIG! First Cinema chain to introduce Pop Art to enhance Brand Experience

We at BIG Cinemas believe that for the audience, the movie-going experience does not begin when the movie starts, but when they enter the theatre premise; and it is our constant endeavor to make this cinematic experience as distinctive as possible.

Every brand experience that we strive for and every innovation that we implement at BIG Cinemas, has its roots in how the contemporary society has structured its lifestyle to accommodate and embrace movies as a part of life.

From comic antics of Laurel and Hardy, to personification for ethereal beauty by Marilyn Monroe and Madhubala, to the new age romance of DDLJ and striking narration of Sholay and 3 Idiots, movies have acted as the core entertainment medium that helps form of social connection that unites us all.

As India’s largest cinema chain also spread across USA, Malaysia,  Nepal and Netherlands, BIG Cinemas wants to show the impact of movies on our lives over the decades, but through witty celebrations of Hollywood and Indian films in modern culture. Hence the decision was taken to bring movie based Pop Art to our cinemas.

A youth and pop music phenomenon of the 1950s and ’60s, Pop-Art or Popular culture art movement has again become very much a part of the image of fashionable contemporary society and culture. Often derived from advertising and product packaging, celebrities and comic strips, these popular images are redefined & presented with a combination of humour, criticism and irony, thereby putting art into terms of everyday, contemporary life.

To translate our vision into a creative landscape, BIG Cinemas collaborated with Jayesh Sachdev, a Pune based well known pop-art specialist whose works are with acclaimed Bollywood film-personalities and his series of 56 pop-art paintings for a Bollywood Walk of Fame of artists is highly acclaimed.

The BIG Cinemas Pop Art collection is based on the films in English, Hindi, Tamil and Telugu languages. Our Pop Art collection has been able to beautifully re-script and give strong dimensions to the world of movies, while simultaneously making it more real and easy to relate to on an individual level.

The collection is divided into two broad format styles which encompass of Portraits and Collages, where the Portraits dramatize blockbusters movie stills and superstars and the Collages bring out the film themes like action, drama, dance, music and classics.

Sangam BIG Cinemas, which opened in Mumbai in August 2010, is the first BIG Cinemas property to have the Pop Art collection playing a central role in the theatre’s ambience.

We are planning to use the collection to bring out a new brand personality which is reflected in the interior styling and décor, merchandise, and staff uniforms at our cinemas.

by Archana Jhangiani, Head- Brand Experience & Design

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