Date: 7 months ago   Category: IT & Media

Rambler Group will carry out rebranding of film networks after acceptance of new strategy — Rambler News Service


Rambler Group plans to build by 2021 on the basis of assets of holding a uniform ecosystem of media and entertainments which "kernel" has to be a providing access to video content offline and online under nonsense of Okko, the press service of media holding has reported. It provides acceptance of long-term strategy of Rambler Group. The operating brands of film theatrical networks "Cinema Park" and "Formula of Cinema" will cease to exist, but the media digital-projects "Lenta.ru", Gazeta.ru, etc. will continue to function under the existing names. "The managing committee of Rambler Group has approved the long-term strategy of development for group which purpose – by 2021 to construct on the basis of the current assets the ecosystem of media, largest in Russia, and entertainments" — the press service of Rambler Group has reported. This ecosystem will include Okko online movie theater, the joint movie theater chain "Cinema Park" and "Formula of Cinema" and also Rambler&Co digital-media holding which part Lenta.ru, Gazeta.ru, "Poster", "Championship" and some other media platforms are. Providing access to video content offline and online will become "kernel" of an ecosystem which will be developed by Rambler Group. It can be movies, series, sports and cybersports broadcastings, etc., note in the press service of media holding. One of new products of Rambler Group will become the paid monthly subscription which will include a certain number of visits offline - movie theaters and also access to content of online movie theater, note in Rambler Group. The strategy of Rambler Group also means change of infrastructure offline of movie theaters: they will turn into entertaining hubs by means of extension of the existing repertoire. Along with movies alternative video content – film series, theatrical performances, sports broadcastings, etc. will be shown there. "Transition to the uniform Okko brand will become one of key decisions for achievement of synergy between online and offline - movie theaters of group. Rebranding will begin in 2018, will come to the end in the 4th quarter 2019 and will affect everything online and offline - carriers, including the websites, application online, products, interiors and external registration of movie theaters" — note in the press service of holding. At the first stage of rebranding – until the end of the first quarter 2019 – in the communications connected with offline - Rambler Group movie theaters, will add the word of "cinema" containing the Okko brand symbol – the letter "about" with three points from above. It will be used as addition to the operating brand of the joint movie theater chain "Cinema Park" and "Formula of Cinema". Further "the Okko brand will be integrated into all communications of a film theatrical kernel of an ecosystem, and use of the Cinema Park and Formula of Cinema brands will be stopped", it is noted in the message of holding. At the same time rebranding won't affect other assets of Rambler Group, including media platforms which will continue to work under the operating brands. "In recent years Rambler Group has created a pool, unique for the Russian market, and

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