The Odeon brand uses the positioning statement - fanatical about film, the challenge was to define how this would differentiate Odeon from competitors. The positioning was brought to life by ensuring that the design of all communications always has a relevant filmic reference to provoke a passionate and emotional response from cinema guests. The positioning and the way it influences communications will ensure a positive brand perception, so that Odeon is truly seen as - fanatical about film. 
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