Sony and Vue Entertainment partner to promote Xperia Smartphones

What Mobile
April 9, 2019

Vue Entertainment and Sony today announced a partnership that will see a 21:9 format co-branded advertisement play in screening pre-shows across the Vue UK & Ireland and CinemaxX estate in Germany.

As well as showcasing Sony’s hardware prowess with the launch of its new 21:9 screen ratio handsets, the new ident also reminds viewers of the quality content Sony produces, featuring snippets from Sony Picture’s titles Men in Black„¢: International and Spider-Man„¢: Far From Home. The concept has been developed to promote the new Xperia 1, Xperia 10 and Xperia 10 Plus smartphones from Sony – the first ever handsets to feature a 21:9 ratio screen.

This partnership is the first joint territory campaign for Vue and will run for six months. Two ads will be shown to Vue International customers – to be used in succession over the next six months – one to promote Sony’s new Xperia 10 and the second the new flagship device, Xperia 1.  One ident will play across all titles in the period, in the most prime pre-show position ever secured for a partnership of this type – as the screen widens to 21:9, just before the main feature itself. The Xperia 10 ident will feature trailer footage from the upcoming Men in Black: International (at Vue cinemas from June 14) while the Xperia 1 will draw from the Spider-Man: Far From Home trailer (at Vue cinemas July 3).

The synergy between the Vue and Sony brands is clearly called out in the ident creative treatments with the focus on the perfect consumption of quality entertainment – be that enjoying the latest blockbuster on the big screen or watching other types of content in the same 21:9 ratio on your mobile.

Matt Beavis, Head of PR, Social Media, and Partnerships at Sony Mobile, said “The screens on the Xperia 1 and Xperia 10 handsets are truly incredible. Not only do they draw on all the experience and quality of BRAVIA technology you’d usually find in high-end living room TVs, but the 21:9 format means you get a great viewing experience, with no black borders, on the move.. Partnering with Vue in this unique way will allow us to really own the 21:9 ratio on mobiles and ensure we resonate with people who want to enjoy great content without compromising on screen quality.”

Shivali Ramanandi, Media & Partnerships Manager at Vue said “We are delighted to be partnering with Sony on this exclusive campaign. The collaboration with another brand that also obsesses over giving their customers the best possible experience was a natural step for us and we are excited to bring these idents to our venues across the UK and Ireland and Germany.”

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