New Age Advertising, acting as the Czech Republic division of New Age Media, has signed a one-year contract with Volvo Car Czech Republic to sponsor the Cinema City IMAX cinema in Prague's Atrium Flora shopping centre.

New Age Advertising, the cinema advertising sales house for the Cinema City cinema chain in the Czech Republic and Slovakia, has entered into a one-year sponsorship agreement for the Cinema City IMAX Flora cinema auditorium with the national car importer VOLVO. Under the agreement, the Swedish car company's logo becomes an integral part of the IMAX cinema's communication on the website www.cinemacity.cz, and the partnership agreement includes a number of marketing and communication activities directly in the unique Cinema City IMAX space.

The joint IMAX VOLVO logo now becomes an integral part of all IMAX cinema room communications on social networks (Instagram, LinkedIn, Facebook, X). The car company's logo will also be present when special events are organised. VOLVO cars will also appear in the cinema halls. A 75-inch LG SuperSign monitor has been installed in the hallway in front of the IMAX auditorium. A half-minute VOLVO advertising spot will be shown on four plasma screens throughout the duration of the agreement, and upon entering the IMAX auditorium, viewers will be greeted with an IMAX VOLVO signature spot. The cooperation also includes the presentation of VOLVO cars in Cinema City Letňany and Cinema City Nová Karolina

in Ostrava. ‘The partnership we have entered into with Volvo can be seen as an illustration of the wide range of attractive and creative opportunities offered by cinema advertising, which are not limited to on-screen spots,’ says Renáta Ben, NAM/NAA Country Manager for the Czech Republic and Slovakia.