Landmark Theatres

Partner: Paula Scher
Designer: Bruno Bergallo, Yansong Yang
Project Manager: Olivia Ray

Founded in 1974, Landmark Theatres is a chain of movie theaters with 35 locations and 178 screens in 24 markets across the US. These range from small arthouses specializing in independent and foreign films, like Landmark’s historic flagship Nuart Theatre in Los Angeles, to state-of-the-art multiplexes showing mainstream box office hits.

With most theaters having their own name, logo, and social pages, people don’t understand their relationship with each other and Landmark. It also makes it difficult for the audience to have a connection and trust with the brand, especially when a new location is opening. We were tasked to bring everything under one consistent language.

︎ www.landmarktheatres.com

Problem

Perceived as senior leaning:

People may think Landmark does not offer mainstream movies or they do not intend to have the younger generation as their target audience based on Landmark’s unique screening offerings and dated brandings.
Loss of audience due to COVID:

Like any other theater, Landmark lost many audiences due to COVID. This has led them to a diversification strategy, including playing more mainstream movies and targeting younger generations.
Plain and simplistic approach:

Their old visuals do not resonate with audiences seeking more immersive and engaging experiences.
Decreasing specialty offerings:

People had a hard time finding their special screening on their website and it impacts their ability to attract audiences seeking unique and independent cinema.

Prestige versus mainstream:

While Landmark carries a level of prestige, mainstream movies like Marvel films tend to dominate the market, making it challenging for Landmark to secure and allocate screen time for specialty films.
Outdated website and social media:

Landmark’s website is perceived as stale and dated, and its social media presence lacks traction. This limits their ability to engage with the public and potential audience and disadvantages them in this internet age.
Fragmented identity presence:

Theaters all have their own identity and social pages, which results in a fragmented online presence. It is hard for the audience to connect strongly and build trust with the brand.

Goal

Accommodate all theaters:

Develop a brand identity system that can accommodate theaters with their own established names, as well as those known as Landmark, ensuring consistency and recognition across the chain.
Expandability:

The brand identity system has to be expandable that can easily incorporate new theaters in the future, allowing for the seamless integration of additional locations.
Specialty film promotion:

Highlight a dedicated section that effectively promotes and showcases Landmark Theatres’ specialty films, emphasizing their unique offerings and attracting audiences seeking niche cinematic experiences.

Improve website user experience:

Enhance the website’s visual appeal and functionality, creating an engaging and userfriendly online platform that provides an enjoyable and informative experience for visitors.
Improve brand visibility, appeal, and impact:

Strengthen the overall brand presence of Landmark Theatres, consolidating these individual identities under a unified Landmark Theatres account to improve brand consistency and reach, increase its visibility to the public, and enhance its overall appeal. The goal is to establish Landmark as a unique, recognizable, and modern brand.
Diverse audience attraction:

Create a functional and enjoyable design that appeals to different demographics, cultural backgrounds, and cinematic preferences to foster inclusivity and maximize audience engagement.