Odeon appoints chief to update brand image

Odeon Cinemas has appointed Ron Hanlon to the post of marketing director, with a brief to rejuvenate the brand. It is the first time the chain has appointed a marketing director.

Hanlon, who joined earlier this month, had worked as a consultant for the chain’s parent company Rank and has also worked for advertising agency WCRS.

Sources inside the company say: “This is the most significant marketing move that we have ever made. He will be closely involved in the renaissance of the brand.”

Previously, Odeon had employed a film booking and marketing director, Stan Fishman, who retired two years ago. However, the chain concedes that the role was primarily concerned with film booking. Since then, the company’s marketing responsibilities had been handled by managers inside its marketing department.

The Odeon has 75 screens across the country, which makes it the second largest cinema chain in the country. ABC is the largest and the UCI chain is third. The Odeon is the oldest chain in the country – its first screen opened in 1930.

Media Analysis, page 14

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