MARS Romania and the Bucharest branch of New Age Media, which provides advertising services to the Cinema City cinema chain in Romania, are carrying out a branding project for the M&M's brand. Mars and New Age Media in Romania have started a new chapter in their collaboration, which has resulted in a dedicated screening room dedicated to the M&M's® brand operating at Cinema City Cotroceni since June.

One branding element is seats with colourful covers, arranged to resemble a set of M&M's, and brand characters greet the audience before each screening on the big screen. M&M's branding materials were also placed at the entrance to the screening room (including a sponsorship panel),. Part of the partnership between M&M's and Cinema City Romania in 2024 is also the introduction of a surprising new product in the cinema bars - a menu with popcorn and M&M's. During the first weekend immediately after the project's launch, Cinema City Cotroceni audiences were greeted by cheerful M&M's mascots, telling them about the novelties visible, both in the bars and in the cinema hall.