Salt Cinema in a new dress
Orange has become Salt, but Switzerland’s largest open-air movie theater will once again take place at the Zürichhorn in 2015. Organizer Cinerent played a leading role in the telecom provider’s rebranding and effectively showcased the Salt brand at the open-air movie theater.
On Thursday evening, Salt Cinema at Zürichhorn raised the screen for the first time for the preview of "While We're Young". For event organizer Cinerent, the change from Orange to Salt involved a lot of work beforehand. "After 15 years of Orange Cinema, this was a big step not only for Salt, but also for us," says Managing Director Daniel Frischknecht.
Cinerent was informed of the new brand name back in December. This long lead time was needed to change the entire look - from the stationery to the branded elements in the square. "Because we didn't hang up thousands of logos, but instead relied on color schemes, furnishings, etc., it was extremely time-consuming," explains Frischknecht.
The result is impressive:
And how easily does the new name come across to Cinerent employees? In the meantime, they have got the hang of it, Frischknecht assures us. In the beginning, however, it was so difficult that they temporarily set up a cash box: "Everyone who said 'Orange' had to pay ten francs."
A further 31 films will be shown at the Zürichhorn until August 16. You can find the complete Salt Cinema program for summer 2015 here here. (sis)
