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A classic design and a wine pitcher like most of us have already visited one of the SF biosalons in Sweden. When the new logo and jets of wine, which were found at 75 and 97, respectively, made their first appearance over the weekend, it was perhaps not surprising that the public did not been totally generous to the change.
The new units will then be purchased by the Nordic-Nordic Group Nordic Cinema Group last year, which belongs to the European subsidiary of AMC Theaters. AMC theaters are part of the Chinese company Dalian Wanda.
With the new owners, therefore, became natural and changed names and appearance. SF Bio then became the film's city and this weekend, SF released the new vinjetten and its social media identity.
The SF Bio brand was launched in 1919. This weekend, all Swedish cinemas were decorated with a new logo and the brand new Filmstaden. The old SF logo first appeared in 1921 and its creator has not been revealed yet. In mid-September, the Filmstaden logo filtered through social media and several industry profiles criticized it in the Facebook group "Reklamsnack". A month ago, Marketing Director Carolin Högmyr explained in Summary's "Path of Communication" about the challenge presented in the "Changing Generation, Learning to Love" section.
The classic intro of SF was composed in 1943 by Jules Sylvain. The new pitcher was crowned this spring by a contest where the composer Jakob Oldenburg At Lillasyster, the mission was given to create the new audio logo. Even the wine giant had strong opinions on social media, many of which expressed disappointment with the change.
– We have a perfect understanding. It is almost impossible to replace this classic. The old loop is 75 years old and exploits the life experience of almost everyone since his childhood. The marketing director of SF Media said nothing was instantaneous Carolin Högmyr who planned the work on the new SVT winch of the weekend.
This spring, the Dallas advertising agency was commissioned to draft the visual expression of the vinjetten. Anders Johansson, Dallas' creative director, said the task force was eager to refine its expression with classic film elements such as the red compass and brass.
– The wine should have the function of strengthening the feeling of cinema and creating a magic. We already have the visitor in the living room and therefore need to create an atmosphere rather than selling tickets.
Why do you think these changes caused such reactions?
"Those who are upset are probably because there is a close connection between cinema and nostalgia.We have tried to assume the reason and our own experiences in cinema, a nice feeling.I think the new line will be back soon, "Anders Johansson told Resume, adding that the ambition of the new wine line was not to change the prospects in the long run.
In summary, Carolin Högmyr explains to Dallas that, based on a design model created by the South Sea (creative agency based on SF's identity), while working with the Vinjetten. The Market Manager had an intense weekend with strong reactions and many phone calls.
"Because it's an extremely well-known wine, we were aware that it would bring strong feelings, we already knew when we chose the way to change the wine instead of staying with the old." we could not do otherwise, we wanted to create a thumbnail more than a big grandfather.We were agitated to respect the inheritance, but at the same time want to capture all the biomagine.It should not s & # 39; 39; act solely from a download on the tour, but will reflect a wider viewing experience.
How do you like to associate the new sticker with the graphic identity of the film's city?
"Our mission was to give the identity and logo the life and power of winemaking, which was the case and Dallas took the starting point of the work that the South Sea has completed. the change from SF Bio to Film City is engaged and, therefore, it did not stop at a name change and we clearly understood that it would create a new expression, both visually and in the sound image.
Work on a new wine began in February when Filmstad's own employees selected three audio logo options from a selection of five entries. In this way, the internal organization is involved in the work process.
"As a marketing manager, this has been a unique mission in a lifetime – it's the biggest change we've made in a very long time.
Carolin Högmyr points out that the logo and the winch are the best of the cinema.
– The wine is made for the big tablecloths, the closed space and the possibilities of the cinema. The logo gives a different impression in reality, as on 3D panels in movie theaters. It is a little contradictory to leave a good buy for social media. I think we have to wait before we can summarize the reactions. We sit in the boat.
How do you respond to criticism?
– It is clear we are listening. But I am convinced that it will be over. This kind of change must take time.
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