Cineville is a community for 13 movie theaters in Amsterdam. Branding agency Vandejong brought the cinemas together in a single brand concept that preserved their unique identities and used them to strengthen each other. By presenting the 13 art houses as a cinematic city, we emphasised their diversity and plurality yet also made them into a single unit – the town of Cineville.

1. there’s
010
a new
town
in town
Thirteen Amsterdam cinemas combine forces
Vandejong
amsterdam

2. Client
Thirteen Amsterdam cinemas
Assignment
Develop a discount card for
Amsterdam cinemas
Solution
Create a community
Brand concept
Cineville, a cinematic city

3. 550 showings
a week.
36 film festivals
a year.
31 screens.
13 cinemas.
1 city.

5. cinematic,
seductive,
exciting
& shrouded
in darkness
the introductory campaign put Cineville on the map

6. there’s a new
town in town
Small organisations usually have limited marketing
budgets, and Amsterdam cinemas are no exception.
Five ambitious young film fans wrote up a partnership
plan. Inspired by Pathé, they conceived a card that
would offer unlimited cinema admission for a fixed
monthly fee. The initiative was supported by De Ba-
lie, Filmhuis Cavia, Cinecenter, EYE, Bioscoop Het
Ketelhuis, Filmtheater Kriterion, Melkweg Cinema,
The Movies, Rialto, SMART Project Space, Studio
K, Tropentheater, and Filmtheater De Uitkijk.
Vandejong saw a lot of potential in the plan, especi-
ally because of the scope and diversity of the art house
cinemas’ programming. Together, they were offering
more than 550 screenings a week, across 31 screens,
each with an atmospheric character of its own. With
this in mind, Vandejong proposed the marketing of
more than just a card. We developed a strong brand
that bundled together the cinemas’ strengths – a brand
that would attract lovers of good films and put them
in touch with each other.
Ryan Mc Ginley

7. There’s a new town in town: Cineville Cineville and where to see them. Current movie
news and reviews are provided by the Cineville edi-
Vandejong brought the cinemas together in a single torial staff, supplemented with film articles from the
brand concept that preserved their unique identities daily newspaper Het Parool. In the future, the site
and used them to strengthen each other. By presenting will gain a community area, where Cinephiles will
the 13 art houses as a cinematic city, we emphasised be able to meet each other and rate and discuss films.
their diversity and plurality yet also made them into a If you’re not sure what film to see, soon you’ll be able
single unit – the town of Cineville. to receive automatic personal recommendations based
The brand concept offered unlimited possibilities on the kinds of films you’ve gone to so far with your
for special activities and communication according to Cineville pass. Online ticket ordering will also be pos-
a specific set of rules, symbols and rituals. We created sible in the future.
a world moviegoers would want to be part of. The city
exists at the border of fiction and reality. It is a place Talk of the town
where imagination rules. The street is a movie set, and
the residents are actors. From now on, we call these The great potential of the Cineville concept was im-
residents Cinefielen (Cinephiles). mediately made obvious by the huge amount of press
The name Cineville immediately places the pro- coverage it received. The actor and director Alex van
ject on the right level. It subtly refers to European Warmerdam received the first Cineville pass at a pac-
cinema and has a fitting tone of voice. The look and ked launch party at Studio K. Cineville became the
feel is cinematic, seductive, exciting, and shrouded in talk of the town among students. For a year, a cinema-
darkness. tographic trailer was shown before every film screening
in all thirteen cinemas. As of this writing, Cineville is
All about movies, at a glance a year old and has 4,077 residents.
Cineville.nl gets plenty of traffic and has already
Cineville.nl is Amsterdam’s premier portal for film become many Amsterdam moviegoers’ preferred por-
fans. There, Cinephiles can find everything they want tal for choosing a film. Cineville is thinking about ex-
to know about the current crop of films, complete with panding to other cities and continues to actively form
reviews, trailers and background information. A film partnerships, so it will be able to offer its residents even
schedule overview shows all the movies playing in more.

8. Vandejong & culture
The artistic and cultural sector plays an important so-
cial role in developing brainpower, creativity and social
innovation. Cultural spots are places where outside-
the-box ideas and unusual views of the future are hat-
ched. Cultural institutions must therefore operate in
the vanguard, in communications as well as in other
matters.
Vandejong develops cultural brands centred around
content, experience and innovation. Our approach is
hallmarked by our participation in both the everyday
world of the audience and the creative sphere. We as-
sist institutions in thinking about programming, acti-
vities and communication that can help them to build
bridges with the public.

9. the Cineville trailer runs before every movie.

10. Cineville.nl is amsterdam’s film portal, with trailers, reviews by Cinephiles and more

11. advertentie
Onbeperkt
naar de film
voor maar €17,50
per maand!
Koop de cinevillepas op cineville.nl
There’s a new town in town Woensdag 1 juli 2009 of in de bioscoop.
film-
ladder
kwijt!
Cineville. Ineens was hij verdwenen; de filmladder in de
krant van Amsterdam. De Amsterdamse redactie is mas-
saal gebeld en gemaild door verontruste Amsterdam-
mers. Is de hoofdstad na de sluiting van diverse musea
nu ook haar beste films kwijt? ‘Ja’ is het onthutsende ant-
woord. Alle goede films en het overzicht daarvan zijn
verhuisd naar Cineville. Kijk op cineville.nl/agenda
Vrouw ruilt
baby Voor iPod
Cineville/Wenen/New York. De Oostenrijkse moderecensent Brüno heeft in een Amerikaanse talkshow
uit de doeken gedaan hoe hij in Afrika een baby heeft verkregen in ruil voor zijn iPod.
De moeder van de baby ging schijnbaar klakkeloos akkoord met het aanbod. De kinder-
loze homosexueel Brüno verklaarde dat hij net als Madonna en Angelina Jolie het recht
heeft om een Afrikaans kindje te adopteren. Meer? Ga naar Cineville.nl/Bruno
Vrouw in het weer: EEn flinkE wEErsvErandEring is
op komst. EEn warmtEfront haalt
dE kou uit dE lucht En hEt ijs zal
47° massaal vErdwijnEn. vErwachting
broek gezien
voor dE komEndE twEE uur: EEn
niEuwE tijd van zon, van groEnE
bomEn En groEn gras, niEuwE
vijandEn En niEuwE liEfdEs.
Cineville/Parijs. Geen vrouw ontkomt er meer aan: ‘le broek’. advertentie
Geïntroduceerd door mode-icoon Coco Chanel. In som-
mige opzichten is ze een vrouw als zo vele: geboren in een voor
arm gezin, zonder connecties of opleiding. Maar ook een echt nare
vrouw die weet hoe mode gebruikt kan worden om onder
het juk van de ingesnoerde korsetten en ongemakkelijke
vlekken
silhouetten vandaan te komen.
SunShine Cleaning
ga naar cineville.nl
Bezoek cineville.nl/coco
Alle f ilmtheaters, alle f ilms, alle aanvangstijden, trailers en recensies vind je op cineville.nl
striking advertisements in het Parool linked to current films Unlimited entry to an imaginary cinematic city

12. about Vandejong Cineville
Vandejong is an enterprising, strategic, creative strategy, concept and production
communications agency. We like to work with Vandejong
people who dare to forge new paths and believe in
two-way inspiration. Vandejong stands for honest,
sincere communication with a distinctive style. Cinema trailer produced in
Our strategists and creatives work closely togeth- collaboration with:
er on brands and campaigns. We bring in outside
experts when necessary. We therefore contribute director
in a broad way, from brand concepts and creative Wouter Stoter (Comrad)
strategies to concrete campaigns, materials, and design/doP
even new services and products when necessary. Jesse Boeijen, Tjeere van Toorenburg,
Menke Visser (Comrad)
Producer
Melissa Nieveld (Comrad)
editing
Comrad Edit
online facilities
AVP
sound design
Rens Pluym (The Ambassadors)
music
Coparck
Photography
Jaap Scheeren

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We create futures
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Start studying
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A revolution in thinking about water blog.vandejong.com
009 Un. giFt
Fight human trafficking
010 Cineville
There’s a new town in town
011 dutch ministry of Foreign affairs
Alliances for a better world
012 Various Consortia
Hello Zuidas
013 the groene hart
The Randstad’s experimental garden
014 City of amsterdam housing department
150 years of Wibaut
015 Castrum Peregrini
Intellectual playground
016 Foam / anP historisch archief /
museum of national history
New greetings from...