One Day Agency expands international work with Cineworld and Cinema City
One Day Agency is expanding their work with international clients Cineworld and Cinema City. Creative and performance frameworks will now be extended from the UK and Poland into Romania, the Czech Republic, Hungary, Bulgaria, Slovakia and Israel.
Cineworld and Cinema City are part of Regal Global Entertainment, the second largest cinema group in the world. Cineworld is based in the UK, while Cinema City operates across Central and Eastern Europe, with Planet among the group’s brands in Israel.
Cineworld offers audiences a choice of premium cinema experiences at selected locations, including IMAX, ScreenX and 4DX. Exclusive to Cineworld in the UK, 4DX brings audiences closer to the action through moving seats and sensory effects synchronised with the film. These distinctive experiences give the brand compelling stories to tell beyond the films themselves, forming an important part of the creative approach.
The expanded remit follows the Manchester agency’s work with Cineworld in the UK and a Cinema City pilot in Poland. It will bring film slate and brand awareness creative together with performance media, adapting the approach for each market.
The framework combines campaigns promoting upcoming films with creative that gives audiences reasons to choose the cinema brand itself. The aim is to build a more consistent presence throughout the film calendar, supporting bookings beyond major blockbuster releases.
The UK creative uses a flexible framework that allows individual film campaigns and monthly release round-ups to be updated as the slate changes. Brand awareness activity runs alongside this, with creative refreshed using audience insight and campaign performance.
One Day Agency x Cineworld
Alexandra Gonçalves, One Day’s Senior Paid Social Media Manager, said “When we first launched in Poland, we brought across the learnings from the UK, but it was only once we started seeing real campaign performance that we could understand what worked for Polish audiences and where we needed to adapt.
What's exciting about this next phase is that we're entering these new markets with experience from two very different audiences. But the most interesting part is still ahead of us. As bookings start coming through, we'll be able to identify differences in consumer behaviour, understand what drives ticket purchases in each country and test new channels and approaches based on those insights. That's where we can really start to shape a strategy that delivers for each market.”
The wider rollout will retain the framework’s combination of film promotion and brand building, with market-specific adaptations to the creative. This gives each market a shared starting point while allowing the work to reflect local audiences. To support this, One Day has developed a software application that uses AI to help localise digital adverts for different markets. The application makes it easier to adapt campaign assets across countries, reducing manual production work and helping brands scale internationally while maintaining a consistent creative identity.
Kris-Anne Viray, Head of Design at One Day, noted “The challenge with international creative is finding the right balance between consistency and local relevance. We’ve built the framework to give every market a strong shared foundation, while retaining the flexibility to adapt around local audiences, behaviours and priorities. It means we can scale the work efficiently without losing the quality or relevance that makes it effective.”
The expansion builds on One Day’s integrated approach to creative and media, extending its cinema work across a broader international remit.
Carla Bradford, Digital Marketing Director - International at Cineworld, said “It’s been a pleasure working with One Day on this campaign. Centralising our strategy and being able to share learnings across territories has proven immensely valuable and ensures we are constantly optimising our paid media efforts.”
