This month, ODEON launched its latest ODEON Luxe cinema in Birmingham Broadway Plaza: the first of its kind in the Midlands, and the largest in the UK. Over 1,000 luxurious handmade reclining seats dotted across 12 screens including a state-of-the-art iSense screen to create a stand-out blockbuster experience.
As the red carpets were rolled out for the launch event, we took the excitement to the streets - celebrating Birmingham’s rich film history and iconic street art scene by partnering up with local graffiti artist Andy Mills to create a piece of artwork in the heart of Digbeth’s Custard Factory. Spanning six metres, the striking piece is woven with some of the film icons of Birmingham.
The eye-catching mural and state-of-the art cinema grabbed the attention of Birmingham locals and media alike. Local press were quick to pick up on the action, with coverage in The Birmingham Mail, I Am Birmingham and The Shropshire Star amongst many others.