DMG Cinemas Corporate Identity/Main Brand Design

DESIGN BRIEF

CLIENT: DMG Cinemas DATE: 05.07.2011 – 05.27.2011 TYPE: China Cinema Chain (Main Design Theme)

BACKGROUND:

DMG is China’s leading independent media and entertainment agency, having first formed in 1993 by New Yorker Dan Mintz, Peter Xiao and Wu Bing. Nearly twenty years later, DMG continues to provide a full range of services through its two main subsidiaries – DMG Media (www.dmgmedia.com) and DMG Entertainment (www.dmg-entertainment.com). The Company uses its creativity and cultural understanding of both the East and the West to position itself as a bridge connecting the western companies seeking to reach Chinese consumers. Innovation and originality are consistently at the forefront of DMG’s strategic thinking, and they have been a main driver for the Company’s expansion into the entertainment business. Already a producer of some of China’s biggest hits (The Founding of a Republic, Go Lala Go!) and distributor of many Hollywood films in China (Twilight, Knowing, Resident Evil: Afterlife, Red), DMG is now building its DMG-branded cinema chain.

OBJECTIVE:
DMG is looking for an innovative design/architecture firm to create the main aesthetic concept and design of its future DMG Cinemas. Concept must be reflective of the DMG brand, and include high-quality designs and technology that will be the basis for the branded cinemas (both interior and exterior). We expect to continue to incorporate innovation and creativity into the DMG cinema design. DMG intends to establish its cinema chain as the leading cinema experience in China, mixing East and West customs and aesthetics with modern technology. We want our patrons to enjoy the cinema experience, and to associate movie watching with DMG, such that the only cinema that they would want to visit in the future would be a DMG cinema. Ours will be a cinema experience like no other.

TARGET DEMOGRAPHIC:
DMG Cinemas will be targeting patrons of all age, both domestic and foreign alike, with a focus on middle and upper middle class citizens. These citizens have enough disposable income and a willingness to visit the cinema and pay ticket prices in a range from RMB 30 – 200+ (USD 5 to 30+), depending on their desired experience (normal, 3D, IMAX, VIP, etc.). Since these Chinese patrons will be willing to spend much more than the typical RMB 10 price per DVD, it seems clear that they would also be looking for a unique viewing experience, something more than just watching a movie. We want them to be comfortable and be drawn into coming back to not only enjoy a movie, but also to relax and enjoy the overall ambiance.

ASSIGNMENT:
DMG is looking for an overall Corporate Identity and design concept that can be applied to each cinema in the chain. The resulting design handbook will include all the necessary aesthetic and technological aspects of the DMG Cinemas.

In particular, DMG would like to have a specific design regarding its Beijing flagship cinema (an approximately 6000-8000 sqm free-standing cinema multiplex). Design mock-ups and CAD drawings would be expected to highlight all traditional, modern and future attributes of cinemas worldwide, and the multiplex would have a mix of screens and formats (3D, VIP screening rooms, etc.). In addition, an expected cost figure, broken down into details, regarding such services should be included with the proposal.


REQUIRED ASPECTS (NOTE THAT CONCEPT SHOULD NOT BE LIMITED TO THE ASPECTS BELOW):
Lobby incorporating latest in technology for marketing and advertising
Area for concession store (similar to the 7-11/convenience store model layout)
Area for retail sales and promotional branding
Both manned and unmanned ticketing booths/desks
10 different format screening rooms (and associated projection areas), some of which will be VIP screening rooms
Bar/lounge/cafe area
Waiting area
Arcade area
VIP member area
Children’s playroom
Exterior advertising and marketing areas
Ability to accommodate red-carpet premiers

NOTE: PLEASE EMAIL ME IF INTERESTED IN COMPETITION OR IF YOU HAVE ANY QUESTIONS. I WILL SEND OVER LOGOS/BRANDING JPGs TO THOSE INTERESTED (bryant.chou@dmg-entertainment.com) TO GET AN IDEA ABOUT TONALITY