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Tuesday, January 23, 2007

Paramount Silvercity 1999-2007




Paramount Silvercity downtown is now the Scotiabank Theatre.

Saw them putting the sign up this morning. Tomorrow is the big red-carpet gala featuring breakers from around Toronto.

Gist: some sort of Scotiabank "entertainment" rewards program called "Scene" reeeally.

Scotiabank will be advertising its products in Cineplex lobbies. The agreement also includes installing automated banking machines in the five flagship theatres.Rick White, vice-president of brand and marketing programs at Scotiabank, said the bank's deal is aimed at younger customers, who are the dominant moviegoers."The 18- to 30 year-olds are the sweet spot in this program," Mr. White said. "There is a very captive audience inside the theatres so it makes for a great opportunity to express our brand, bring messages to the audiences on the screen [before shows] and relate to them in a way that we have never done before."Ken Wong, who teaches marketing at Queen's School of Business, said Scotiabank's play for youth makes sense. "If the youth take their credit card with you, they will stay with you for the remainder of their lives," Mr. Wong said.

Attention youth market: prepare to have your wallets targetted (for the next 5 years) with super sick loyalty points programs and youthy credit products. Mmmm thats so youthy.
And yes, I'm crashing the party, and signing my (living) goldfish up for some serious credit.

http://www.ccnmatthews.com/news/releases/show.jsp?action=showRelease&searchText=false&showText=all&actionFor=619642

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Posted by: Jtronforce / 10:08 pm




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