Starting with June, hall 10 in Cinema City Cotroceni will be named the M&M’s Hall, a detail noted on all tickets for screenings in this hall. The seats are decorated with covers in the colors of the candies, arranged in a way that resembles a bag of M&M’s, and the brand characters greet the audience before each show with a spot shown on the big screen. M&M’s stickers are displayed at the entrance of the hall and on the sponsor panel in the cinema lobby.

Part of the collaboration between M&M’s and Cinema City Romania in 2024 is also the launch of a new and surprising product in the cinema bars – a menu with popcorn and M&M’s, perfect for sharing!

In the first weekend of the branding project implementation, the cheerful M&M’s mascots welcomed Cinema City Cotroceni spectators to tell them about the new features awaiting for them both at the bar and in the cinema hall.

“The cinema is a pleasant, relaxing environment where viewers come to escape the everyday and live a story for a few hours, which is why we always say it allows for a positive perception of brands and advertisements. The collaboration with M&M’s makes us even happier, as it is a brand that, like cinema, is dedicated to sharing special moments. Whether it’s sharing a bag of colorful candies or spending time together in front of the big screen, both M&M’s and Cinema City aim to create memorable experiences and bring people together,” said Raluca Demetriade, Sales Director of New Age Media Romania.

“At Mars Romania, one of our primary goals is to inspire moments of daily happiness and we believe in the power of creating fun experiences that bring people together. We are very excited that, through our M&M’S® brand, we are collaborating with Cinema City to get one step closer to achieving this goal, while also adding a touch of color and joy to make visits to the cinema more pleasant and fun,” explained Ilie Găgeatu, General Manager of Mars Romania.

Cinema City Cotroceni is the largest multiplex in Romania and ranks first in terms of admissions, according to the National Council of Cinematography, and hall 10, with 368 seats, is the second largest in the cinema, after the IMAX® hall. This is where the most anticipated premieres are shown, whether it’s family favorite movies, action blockbusters, comedies, or thrillers.