Ultra Lux

Hijinks has been appointed as lead creative agency for Vue International with its first brief to launch the cinema chain’s new Ultra Lux seat, followed by multiple format launches in 2025.

The agency’s first work for the chain, breaking on January 10, is a film to support the introduction of Vue’s new premium Ultra Lux seat, a luxurious recliner that will be rolled out to cinemas across the UK and Europe starting in Swindon, Southport and Munich.

The 45 second film emphasizes the comfort and convenience of the Ultra Lux seat, an enhanced recliner that is part of Vue’s mission to bring luxury and immersion to the big screen experience. The ad highlights its main features, which include soft Italian leather, luxurious reclining back and footrests, a spacious side table, and storage space for bags. The Ultra Lux seats are in the best location in each screen.

The film portrays the seat as a place where viewers can experience extreme adventures in extreme comfort, using the emotive language of cinema to highlight the premium features of the seats. Viewers can put their feet up, sip cool champagne and fly first class to other worlds from the comfort of their seat.

The film was created entirely in CGI in partnership with Daydreamer VFX. The voiceover is delivered by Paddington in Peru star Ella Dacres. The musical soundscape for the film was composed by James Radford and showcases the Dolby surround sound available at Vue.

The film will be screened in selected Vue venues pre-shows from January 10, as well as online and on social media. There will also be paid media to support the Ultra Lux launch.

Vue appointed Hijinks without a pitch. As agency of record, Hijinks will be developing further campaigns to support Vue’s strategic initiatives throughout 2025.

Alicia Iveson, CEO and Co-Founder at Hijinks said: “Vue is a dream client, so becoming their agency of record is a massive thrill for Hijinks. We’ve really enjoyed making the inaugural film to promote the Ultra Lux seat. Every detail, from the dramatic camera movement and ethereal sound to the dynamic lighting were crafted to create the sense of the seat being an emotional roller coaster ride which transports you into the world of film. We’re looking forward to working with Vue to create more great work in the New Year.”

Shona Gold, Exec Director: Brand, Marketing & Comms at Vue said: “Hijinks bring a passion for the cinematic experience and a real excitement about Vue’s innovations making them the perfect partners to showcase our new formats to customers this year. The Ultra Lux film launches our new luxury seat bringing to life the immersive feeling of the big screen experience in the best way.”