The best part of the recent rebrand of a trio of Montreal movie houses was that it almost didn’t happen at all.
“At first…they didn't even want a name for the group,” says design studio Deux Huit Huit’s Frankie Latour Dammann, part of the team tasked with helping Cinema du Parc, Cinema Beaubien and Cinéma du Musée update their overall brand identity.
“We were playing around with words, and I'm like, ‘it would just be so easy, like: it's so cinema that we've named it cinema twice,’ and we came up with the name Cinema Cinema.’”
Good thing she didn’t listen to that first instinct: Cinema Cinema—the umbrella name for the three distinct theatres—acts as a landing pad, both mentally and virtually, for what these staples of Montreal’s movie-going world have to offer. As Latour Dammann says, at first the name “just felt like it felt simple and stupid—and so right. Because in a way, we weren't adding a new identity. We were just using what was already there.”
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