THIS WEEK: Cinema brand sequel

The ABC cinema brand is to be relaunched this year after Barry Jenkins, ex-managing director of MGM, this week finalised his management buy-out of the 90 former MGM sites from Virgin.

The ABC cinema brand is to be relaunched this year after Barry Jenkins,

ex-managing director of MGM, this week finalised his management buy-out

of the 90 former MGM sites from Virgin.



He has appointed former MGM colleague Ray Wallis as head of marketing,

and the management team will now work on a campaign to market the chain.

Jenkins has also appointed Cinema Media as sales contractor for on-

screen ads.



Virgin is left with 20 multiplex sites and four West End cinemas from

the 110-strong chain it bought from MGM last year. It aims to double

this in three years to challenge UCI’s domination.



The Virgin chain has made head of marketing Ian Grey redundant. Margaret

Taylor, responsible for the build-up of the Virgin Megastore brand,

becomes managing director.



It is expected that much of the marketing of the cinemas will be done by

Virgin retail staff.



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