Market Context
The Vilnius cinema market has two established operators. Both are strong. Neither owns the position VUE is entering.
Convenience-First
Apollo's strength is accessibility, operational ease and consistent programming. Their communication is less focused on destination-led premium positioning - the emphasis is on convenience and breadth of choice rather than the quality of the experience itself.
Limited premium destination identity. Community and event programming are not a consistent part of the offer.
Cultural Weight & IMAX
Forum carries stronger cultural weight and premium format association, particularly through IMAX. Their positioning is more institutional and format-led than community-led on an ongoing basis - a strong offer for serious cinema audiences, less oriented toward event-driven experiences.
More institutional than experiential. Ongoing community and event programming is not a defining part of the identity.
Premium Comfort + Event Cinema
Neither Apollo nor Forum consistently combines premium physical comfort with active event-driven programming. VUE enters as the first operator in Vilnius to make both central to the proposition - not as separate initiatives, but as a single identity.
Become the cinema experience in Vilnius that people actively plan around - not just the nearest available screen.
The strategic conclusion: The Vilnius cinema market currently has a convenience player and a cultural player. The premium comfort plus curated event cinema position is open. VUE's physical upgrade - half the seats, recliners, upgraded lobby F&B - is not just a product decision. It is a market positioning decision. Our campaign communicates exactly that.
1. The Business Transformation
Half the seats. Recliners. A materially upgraded cinema environment. These are real, physical changes - and they are the foundation of everything we communicate.
Deliberate capacity reduction to improve personal space and comfort for every visitor.
Driving higher Average Transaction Value (ATV) per visitor.
A physically upgraded proposition - not just a new name.
Improved pre-film and interval purchase experience, supporting higher spend per visit.
2. Launch Architecture
The launch is split into two distinct experiences over September 25 and 26. Day one earns the PR and media coverage. Day two earns the social content and word-of-mouth.
Sept 25: VIP & Media
5-6 Hours-
stadium
Red Carpet ArrivalFormal reception for media, targeted creators, and industry VIPs.
-
photo_camera
Talent: John Rhys-Davies Our priority talent target - a grounded choice based on prior Comic Con Baltics collaboration, an existing agent relationship, and strong alignment with both VUE's UK brand DNA and the LOTR marathon concept. Subject to budget confirmation. Full rationale in Appendix A.
-
mic
Live Stage DiscussionQ&A with talent or a high-value panel. Alternative programme confirmed if talent falls through - see Appendix A.
-
event_seat
The Recliner Reveal & ScreeningOfficial presentation of the seats, followed by a premium screening experience.
-
redeem
Exclusive MerchandiseAutographed items or limited-edition VUE Lietuva launch memorabilia.
Sept 26: Public Opening
Full DayCore Format: Endurance Marathon
-
schedule
The Comfort ProofThe Lord of the Rings trilogy marathon - or equivalent premium endurance-format fandom title. The format is deliberate: a 9-hour experience in a standard seat is a problem. In a recliner, it becomes the point.
-
restaurant
Themed Lobby F&B BreaksCurated lobby-based food and beverage intervals aligned with the cinematic theme.
-
group
Cosplay & ActivationProfessional character actors in the venue to drive social sharing and atmosphere.
-
workspace_premium
Endurance CertificationQuizzes and official certificates for audiences completing the full marathon.
3. The 5-Phase Masterplan
One big launch moment isn't enough. This is how we build interest before September, make the opening matter, and keep people coming back after.
Phase 1: Foundation & Set-Up
Early May - May 21
Strategy lock, partnership contracting, channel setup, visual direction. Content format planning and initiating the search for the brand's content face and voice.
Phase 2: Audience Seeding & Experience Proof
May 22-24 - Comic Con Baltics Integration
Physical recliner testing zone at Comic Con Baltics. First physical contact with the product before the venue opens. Contact data collection, early video production, and building the initial owned audience foundation. This is not a sponsorship - it is a product demonstration in front of the exact audience VUE needs.
Ads activated through both Comic Con Baltics and VUE Lietuva channels - dual-channel reach across two owned audiences.
Phase 3: Teasing & Controlled PR Build-Up
Late May - Mid September
Controlled intrigue beginning immediately after Comic Con Baltics. Messaging: "Premium change is coming" and "Final days of the old format." People need to know something is changing - not everything, just enough to make them curious.
Phase 4: Launch Events
September 25-26
Two-day launch architecture. VIP and media event on day one. Public opening marathon on day two. The product does the convincing - our job is to make sure the right people experience it first, and that the content travels further than the room itself.
Phase 5: Retention & Ongoing Programming
October - December
Minimum one major event per month. November: Live esports screening with commentary. December: Premium fandom event built around a tentpole holiday title. The goal is consistency - not relying on festivals or one-time screenings, but building a regular reason to come back.
4. The Content Engine
Ads tell people a cinema exists. Content makes them want to go. We create both - but the content is what keeps working after the launch week.
Formats & Output
- play_circle 3-minute rapid film reviews - TikTok and YouTube Shorts formats.
- video_library Dedicated YouTube content series.
- podcasts Cinema-focused podcast or long-form audio formats.
- live_tv Live broadcasts from VUE Lietuva premises.
- movie Event recap clips - produced within 48 hours of each event.
- mark_email_read Active newsletter and owned channel building.
The Face & Voice
Content requires a consistent identity. We determine the optimal model during Phase 1 and present a recommendation to VUE before launch:
-
•
Dedicated Host: A consistent local face for all VUE Lietuva content.
-
•
Voiceover Model: High-quality production driven by a recognizable voice.
-
•
Rotating Talent: Different local creators per release - broader reach, varied tone.
-
•
Fandom Commentators: Niche genre experts - horror, sci-fi, action - reviewing specific titles.
The Digital Funnel
How content and paid media work together - and what each channel is responsible for at each stage.
OOH in high-footfall areas, PR coverage, hero video launch, TikTok and Meta video reach, influencer first-look content.
Goal: establish VUE as meaningfully different from day one.
Behind-the-scenes venue content, seat comfort demonstrations, creator reviews from launch, remarketing to warm audiences.
Goal: make the experience feel real and worth trying.
Google Search, Meta conversion campaigns, launch ticketing pushes, CRM to collected contacts, retargeting.
Goal: turn interest into a booked ticket.
Monthly event communications, newsletter, social proof from attendees, repeat attendance content, loyalty messaging.
Goal: make VUE the default choice, not a one-time visit.
5. Target & KPI Architecture
We're honest about what marketing can and can't do. Here's what we control, and here's what the broader business needs to deliver.
Layer 1: Agency Controlled KPIs
Direct campaign deliverables and acquisition targets.
-
Approx. 10 percentage pointCampaign contribution to occupancy uplift.
-
3,000 - 5,000Tickets generated per month via campaign activities.
Layer 2: Business Ambition
Total venue goals requiring cross-functional success.
Achieving this requires campaign results plus strong word-of-mouth, slate performance, and operational excellence.
Working Targets for Calibration
Planning ranges based on phased media, creator and PR mix. Final targets to be locked after scope and channel mix confirmation.
6. Revenue Impact Model
A cautious, illustrative model showing the incremental revenue impact of campaign-driven audience growth. This model is designed to illustrate commercial upside potential, not a final ROI statement. Illustrative Data
Illustrative Incremental Monthly Revenue Impact
- Campaign-driven target: 3,000 to 5,000 tickets per month
- At assumed average ticket yield of €11 to €13: €33,000 to €65,000 monthly ticket revenue impact
7. Budget & Scope Models
Flexible engagement structures based on international procurement requirements. The budget prioritises events and content over standard paid media.
Model A: Full Marketing Partner
Comprehensive management of the entire Lithuanian launch and sustain phases.
- ✓ Strategy & Campaign Management
- ✓ Event Architecture & Execution
- ✓ Local PR & Content Production
- ✓ Creator & Community Network
- ✓ Local Media Buying
Model B: Event, PR & Content Partner
Ideal if VUE International utilises a global agency network for general media buying.
- ✓ Event Architecture & Execution
- ✓ Fandom & Creator Activation
- ✓ Local PR Momentum
- ✓ Social Content Engine
- - Media buying executed by global partner
Indicative Financial Allocation (Model A)
*Values are indicative. See Appendix D for granular line-item assumptions.
8. Why CCB Agency?
Three things most agencies would need time to build. We already have them in place - and we have a track record in the exact market VUE is entering.
Entertainment Audiences
Direct access to a strong-fit 18-35 entertainment audience - helping VUE reach an already engaged segment from day one.
Comic Con Baltics 2025: 36,400 visitors. Owned entertainment newsletter and social databases available for immediate activation.
Creator Ecosystem
An existing network of Lithuanian entertainment creators across TikTok, YouTube, and Instagram - covering film, gaming, pop culture and lifestyle. Available for fast activation.
30+ creators. No casting calls. No discovery period. We know who reaches the 18-30 segment and which formats work.
Cinema Track Record
We have delivered cinema premieres in Lithuania working directly with UAB Acme Film and Theatrical Film Distribution. We know how to bring audiences into seats for major releases.
In-House Capability
PR, video production, and design - all in-house. No subcontracting for core deliverables. Faster turnaround, consistent quality, and lower operational risk for VUE.
Strategy, copy, visual direction, video and PR all produced internally. That is how we work on every project.
Appendix: Business Case
Operational logic, risk management, PR architecture, and required confirmations.
A. Launch Logistics & Risk Mitigation
John Rhys-Davies - Strategic Rationale
This is not a speculative name. The case for him is specific:
- • Previously attended Comic Con Baltics - established CCB relationship
- • Active relationship with his agent - not a cold outreach
- • LOTR universe back in mainstream attention via Amazon series
- • British actor + British cinema brand = natural narrative for Lithuanian media
- • Strong fandom recognition in Lithuania and across the Baltics
Scenario B: If talent falls through - premium panel with senior industry figures, advanced technology demonstration, or alternative high-profile fandom talent. The event programme holds regardless.
Influencer Attendance Risk
100% attendance or guaranteed posting is never a certainty in event settings.
Mitigation: We always invite more people than we need. Paid partnerships are contracted - content gets made regardless of who shows up on the day.
Content Rights
LOTR screening rights to be confirmed before Phase 1 closes. Equivalent endurance-format alternative identified and on standby.
B. Local PR Architecture
VUE Lietuva is not opening another cinema in Vilnius. It is replacing a mass-format legacy venue with a premium event-driven cinema model. The PR story has three distinct angles.
Headline Strategy
"VUE Lietuva to relaunch former Multikino Lietuva as a premium cinema destination in Vilnius."
Priority Media
15min, Delfi, LRT, Žmonės. Includes selected radio and executive interview formats.
Post-Launch PR Objectives
- • Ongoing experience narrative: Rolling press coverage on comfort, programming and special screenings - giving media a reason to write about VUE beyond the opening week.
- • Market voice positioning: VUE Lietuva's representative positioned as a regular commentator on cinema market topics in Lithuania. Ambition: when a journalist writes about cinema attendance or the theatrical experience, VUE is the second call they make after Vingis.
- • Exclusive media access: Selected journalists and creators receive early access to major premieres and special screenings - building long-term goodwill and consistent editorial coverage between campaign moments.
C. Required Confirmations
To lock financial models and confirm the working timeline, the following inputs are needed from VUE Lietuva:
- •Baseline Occupancy: Pre-rebrand metrics. Required
- •Average Ticket Yield: Expected price point for the recliner format. Required
- •F&B Model: Confirmation of lobby F&B offer and pricing assumptions. Required
- •CRM Status: Legal access to legacy Multikino Lietuva database. Required
- •Construction Dates: Hard readiness dates to execute PR embargoes safely. Required
D. Scope Assumptions & Line-Item Logic
- Launch VIP Event (€25k): Staging, VIP catering, talent logistics, and red carpet setup for Day 1.
- Content Prod. & Engine (€16k): 1 hero video asset, rolling social cutdowns, photography, and ongoing content production.
- Monthly Exec. (€16k): Community management and reporting across 4 months - €4k per month.
- Public Opening Marathon (€15k): Endurance event logistics, cosplay activation, themed lobby F&B for Day 2.
- Paid Media (€10k): High-visibility OOH and targeted conversion advertising.
- PR & Media Handling (€6.5k): Agency pitching fees, embargo management, and media relations.
- Reserve & Contingency (€4k): CRM tools, gateways, and operational buffer.
- Pre-campaign Setup (€2k): Channel structuring and foundational visual design.