Max Factor in UK cinema campaign deal, starts with Murder on the Orient Express

By

Sandra Halliday

Published
Oct 4, 2017

Coty-owned make-up brand Max Factor has announced a nine-month UK campaign to make it “the face of premium cinema”. The move comes via a partnership with Digital Cinema Media’s (DCM) boutique and independent cinema estate nationwide.

The company said the long-term partnership” covers cinema chains such as Curzon, Everyman and Picturehouse Cinemas, as well as a selection of independent venues.

Max Factor has aligned with four major upcoming releases from up until June 2018 and for each film, a 60-second bespoke cinema creative, created by Recipe, will be shown across cinemas nationwide, outlining how to “create the look” of the relevant film.

The first movie will be the latest Murder On The Orient Express remake that stars Johnny Depp, Penelope Cruz, Kenneth Branagh, Michelle Pfeiffer and Daisy Ridley and opens next month.

But the partnership has actually kicked off already with an extended piece of branded content available online at the brand’s website. In partnership with 20th Century Fox, this three-minute piece presents a tutorial from Max Factor make-up artist, Caroline Barnes, creating a speedy beauty tutorial designed to replicate the glamorous look from Murder on the Orient Express.
 
For each film, one Max Factor premiere event will be hosted in various locations across the UK, kicking off with a screening of the Agatha Christie whodunnit at Everyman Bristol, 8 November.