Muvi
After the 35-year ban on cinemas in Saudi Arabia was overturned last year, there was a rush to gain first mover advantage. Imported movie theatre brands began popping up– one community hall was even turned into a cinema overnight by adding chairs and a projector
MUVI, owned and operated by the retail giant Fawaz Al Hokair, took a different approach. Rather than rush to market, they decided to take their time in order to be the best in class. MUVI management asked Bellwether to help them to create a premium, modern and proudly Saudi brand with a clear point of differentiation.
Screen experience was key to building a sustainable advantage. Cinema brands globally tend to act as either an _enabler_: a place simply to watch the latest movies, or an _enhancer_: a brand that contributed to the entire experience of watching a movie, adopting elements of theme parks and gaming. In the rush to market, many of the cinema brands were simply enablers.
MUVI, owned and operated by the retail giant Fawaz Al Hokair, took a different approach. Rather than rush to market, they decided to take their time in order to be the best in class. MUVI management asked Bellwether to help them to create a premium, modern and proudly Saudi brand with a clear point of differentiation.
We wanted MUVI to be an enhancer, diluting any first mover advantage by shifting the conversation from being “first” to being “best” – redefining what going to a movie is like.
Based on insights from our research, we created a strategy for MUVI focused on delivering an experience inspired by the aspirational spirit of Saudi Arabia: modern and premium yet, quirky and cool. We also created an internal philosophy which became the ‘lens’ MUVI uses to guide everything it does, from selling popcorn to the complete customer journey. Customers leave not only remembering the movie, but remembering the entire “MUVI” experience.
The logo and visual identity are fluid, flexible, dynamic, scalable and transformational yet human and approachable. It definitely stands out from the crowd. The visual system enlivens the applications bringing a uniquely “MUVI” mood to everything the cinema goer sees, hears and touches.
MUVI will be the kingdoms first cinema, by Saudis for Saudis. We aim to deliver something uncompromising that will delight and entertain.
