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LONDON — Cineworld, one of the U.K.’s leading movie theater chains, has launched its biggest brand campaign in three years.

The campaign, which has been named “The Unmissables,” has been designed to drive up admissions through online bookings and encourage more consumers to sign up to its Unlimited card membership, which provides access to an unlimited number of films per month.

Devised by creative agency Arnold KLP, which was appointed by Cineworld earlier this year to develop the brand strategy and brand idea as well as campaigns to drive admissions and loyalty, the campaign “reflects the multitude of emotions customers feel in the cinema.”

The initiative aims to remind customers that there is no better way to watch films than on the big screen, at a time when more consumers are watching content on mobile screens.

The digital and in-cinema spots that have been created include a 90-second brand film directed by Christopher Watson-Wood and produced by Amanda Jones of Mad Ruffian. The film aims to “capture the array of emotions consumers feel when immersed in the cinematic experience at Cineworld.”

Hugh Treacy, Arnold KLP’s managing director, said: “With so many small screens around, it’s easier than ever to watch a film, but nothing captures the raw emotion of being able to watch a movie on the big screen.”

Cineworld operates 84 movie theaters in the U.K. and Ireland, of which 77 are multiplex sites with five screens or more. Rival chain Odeon has 124 sites in the U.K. and Ireland.