Novo Cinemas, the largest chain of theatres in the Middle East, has entered into a new five-year strategic beverage supply and marketing partnership with Coca-Cola,the world’s largest beverage company, for its 129 screens and 23,000 seats across the UAE, Qatar and Bahrain.

The partnership unites two iconic brands with a history of spreading happiness and offering quality services and products to a diverse audience. The new deal will offer Novo’s thirsty entertainment goers access to the entire brand portfolio, including Coca-Cola, Fanta, Schweppes, Sprite, Coca-Cola Light, Coca-Cola Zero, Sprite Light, teFuze Frutea 2-in-1 drink and Arwa water.

Where people once came together solely for a viewing experience at cinemas, now they meet, share, contribute, celebrate and connect through a variety of senses. Consumers search for alternative entertainment opportunities beyond a blockbuster cinematic experience and Novo delivers this through new partnerships, technological advances and alternative content.

An important part of this is the drinks available, whether it is in the comfort of Novo’s popular theatres, in its 7-star luxury or immersive IMAX experience.
“This year will see Novo Cinemas expand its number of screens in the region by 55%. We are seeing extraordinary growth and as we look at expanding our technological and in-venue experiences for consumers, we need to ensure our F&B offering is aligned. Coca-Cola is an iconic global brand and we are proud to now offer their desirable portfolio of aerated beverages,” said Debbie Stanford -Kristiansen, CEO at Novo Cinemas.

The partnership with Novo also represents a valuable marketing opportunity for Coca-Cola, including concession marketing, promotion opportunities, access to Novo Cinema’s extensive social and digital community, as well as the showcasing of Coca-Cola advertising footage prior to the feature film.
“We are pleased to work with such a prestigious Cinema company and appreciate the support of Novo Cinema’s CEO, Debbie Stanford -Kristiansen and the team. The agreement with Novo Cinemas represents our commitment to developing partnerships, built on common vision and mutual success through our brand portfolio and services. Our long heritage with the cinema channel, our passion to offer unique and memorable experiences for Novo guests and Coca-Cola consumers, through developing and activating high quality marketing programs, will create value for both Novo and Coca-Cola. It also provides a unique platform to connect and engage with our consumers through unique moments of happiness and new channels in the region.” said Walter Gordon, Director, Customer and Commercial, Middle East and Northern Africa.

The Coca-Cola brand is around 130 years old and has been a prominent leader in the soft drinks space since its conception. It has a rich history in cinema dating back to the 1900s, where it has been featured on-screen, as well as enjoyed by movie lovers whilst watching the latest blockbusters. As a leading global aerated beverage company, Coca-Cola has partnerships spanning across the world with leading local cinema providers.