Our creative solution was the U-Late Hotline. If you ever find yourself running late to your movie, simply call the hotline, select the movie you’re late for, and our narrator will tell you what happens in the first 15 minutes.

The U-Late hotline won great acclaim with local movie enthusiasts, creating a lot of buzz and forum posts in local online forums.

Some of the conversations that resulted from the new service have put UA Cinemas main competitor Broadway Cinemas as a theatre not as concerned as UA Cinemas about making sure the movie experience is the best it could be.

U-Late hotline is a successful initial push to promote to our consumers the new brand proposition – ‘The Total Movie Experience’.