Sundance Cinemas Launches New Brand Strategy & Identity


Last Updated: November 14, 2016 7:36 pm GMT
(Hollywood, CA--November 14, 2016) Rob Collins, Chief Marketing Officer at Carmike Cinemas, announced today the launch of a new brand strategy and identity that will be featured at each of the Sundance Cinemas theatres across the country. The rebrand includes a newly redesigned website (, which is the first consumer touchpoint, logo, posters, on-screen animation, and environmental design including new concession screens and menus.

Collins stated, “We really wanted to revitalize the unique brand that is Sundance Cinemas through this project, and saw it as an opportunity to leverage founder Robert Redford’s vision. We landed on several key ideas: a shared spirit, intimate atmosphere, and a connection to the natural environment which is such an inspiration for creative expression,” Collins stated. “The physical spaces and d├ęcor of our Cinemas have always reflected that from an experiential standpoint. Now the supporting marketing elements and the online customer journey better match the experience.”

Rob Collins

Collins identified the need to improve the customer experience and better leverage the Sundance connection. He sought out Hollywood-based branding and integrated marketing agency, Troika, who was very familiar with the Sundance Brands. The goal was to ensure that the attributes of the Sundance brand were reflected in the Cinemas and to create a dynamic, intimate brand that would be more engaging and relevant for its consumers.

Reid Thompson, Creative Director at Troika stated, “We are excited to see the new Sundance Cinemas brand come to life! We elevated the look and feel across all audiences’ touchpoints to position the brand as a uniquely thoughtful and appealing destination for modern movie-goers.”

Designed in partnership with Troika, the rebrand utilizes an earthy color scheme. It details patterns inspired by nature, drawn from trees, water, light, movement, and rock found in locations that range from the Sundance Cinemas theatres themselves, to theatre city surroundings, the Sundance Resort, and the great American west.

At each of the theatres in San Francisco, West Hollywood, Seattle, Houston and Madison, Wisconsin, movie-goers will find the cinemas embracing the local communities at each respective theatre, with featured artisanal concessions, regional artists, locally sourced food items and more. The Sundance experience is more relaxed and less commercialized than competitors, offering intimate gathering spaces, eco-friendly packaging, conscientious food, wine, and tea choices, and independent films featured alongside Hollywood blockbusters. Sundance focuses on regional artists as well, showcasing their work in the gallery spaces within its cinemas.

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About Sundance Cinemas
Sundance Cinemas is operated by Carmike Cinemas, Inc., a U.S. leader in digital cinema, 3-D cinema deployments and alternative programming. With 271 theatres with 2,923 screens in 41 states, Carmike and is one of the nation's largest motion picture exhibitors. The Sundance Cinemas brand features independent as well as blockbuster movie content in intimate settings that foster a sense of community. Aiming to give voice to many forms of creative expression and artistry, Sundance Cinemas prizes itself on offering a unique, personalized, comfortable, and relaxed movie-going environment. With a total of five locations, including theatres in San Francisco, Houston, West Hollywood, Madison, WI, and Seattle, Sundance Cinemas captures the local character and community in each respective city it is housed in, providing a relatable, elevated entertainment experience. For more information, visit and

About Troika
Troika, a strategic branding and marketing innovations agency, partners with global entertainment, sports media, technology and consumer brands to develop and activate consumer engagement at the heart of contemporary culture. The staff is made up of brand strategists, media anthropologists, marketers, creative directors, directors, designers, writers, editors, animators and programmers. Troika’s client roster features top brands such as UFC, Riot Games and Red Bull to longstanding media giants, like Warner Bros., Turner, CBS and Starz and innovative consumer product and service brands, including GoPro, Pechanga Resort and Casino and Canada Goose. For more information, visit


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