UCI Cinemas | Personalized Movie Posters with Generative AI

TECHNOLOGY

DIGITAL CONTENT

USE CASE

ADVERTISING

CLIENT

UCI Cinemas is part of Odeon Cinemas Group (AMC Theatres group), Europe's leading cinema operator. The UCI brand operates in Italy, Germany, Austria and Portugal, while in Spain the group operates under the Cinesa brand. In Italy, UCI Cinemas is the country's leading circuit, with 33 multiplexes and 336 screens.

GOAL ACHIEVED

Design a gamified, AI-powered marketing activation that turned viewers into the protagonists of a film, strengthening the emotional bond with the brand and its presence on social media.

UCI Cinemas and DeuSens: a Generative AI Hyperexperience for Cinemas

UCI Cinemas, part of Odeon Cinemas Group (the AMC Theatres group), Europe's leading cinema operator present in Italy, Germany, Austria and Portugal, currently runs a generative AI experience live in all of its Italian cinemas, designed to connect with audiences beyond the theatre seat. To bring it to life, it found in DeuSens the technology partner able to turn that ambition into a real experience: transforming every viewer into the protagonist of a film through generative artificial intelligence.

That is why UCI Cinemas trusts DeuSens's Hyperexperience to develop this project across its cinemas in Italy, choosing a partner with the creative and technical capability to bring generative AI out of the lab and into the movie theatre, combined with a marketing campaign designed to showcase UCI Cinemas' promotions and benefits in an interactive way.

The experience is also part of the launch of myUCI, UCI Cinemas' new digital loyalty programme: the gamified quiz introduces viewers to the programme's benefits before creating their poster, turning loyalty communication into interactive, shareable content.

Personalized Posters and Gamified Campaign: How the Experience Works

The experience lets users choose between six film genres and select, within each one, the poster that best matches their taste. After the selection, the website captures a photo of the user and, through a faceswap tool, places their face over the original protagonist of the poster with a faithful, natural result, ready to download and share directly on social media.

The activation is completed with a gamified quiz prior to the poster creation, built into the web experience itself. Through dynamic questions, users discover UCI Cinemas' promotions and benefits in an entertaining way, turning a commercial message into interactive content that increases time spent within the experience and reinforces brand recall.

Results and What's Next: Success Opens the Door to New Collaborations

The project allows UCI Cinemas to offer a differential experience within the audiovisual entertainment sector, where personalization and shareable content are key to connecting with audiences. Each generated poster works as a unique piece of viral marketing, driven by users themselves across their social networks. Engagement figures will be published once UCI Cinemas confirms the metrics.

The success of this first collaboration between UCI Cinemas and DeuSens opens the door to future campaign expansions and new collaborations between both brands, strengthening a bond born from the shared will to bring generative AI technology closer to the cinema-going experience.