UCI woos women away from World Cup with ‘hunk’ films

UCI Cinemas, the largest multiplex cinema chain in the country, is launching a cut-price season of romantic films to attract women bored by World Cup ties between foreign teams.

But the screenings will avoid the dates when England and Scotland play – because so many women are expected to watch the football.

During Euro 96 UCI was surprised by women’s interest in the progress of the home teams. The cinema chain ran a similar romantic film season, but scheduled the films against England and Scotland matches, and failed to attract the expected high audiences.

Paul Biggins, UCI marketing director, recently told Marketing Week: “The group we were targeting got behind the England team because they did so well. In the end we took a bit of a beating. Audiences were definitely down” (MW March 19).

The UCI season will be called Hollywood Hunks and include films starring hearthrobs such as Leonardo DiCaprio and George Clooney.

It combines eight recent releases – including Great Expectations, Red Corner, and The Peacemaker – that will be shown between June 11 and July 5 at a reduced ticket price of 2.50.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here