But first of all, the promotion of our programs involved changing the look at each cinema, so instead of relying on a few posters in frames, I organised that the entrance foyers were wherever possible boarded up and decorated with a much larger display, depicting the programs from floor to ceiling.  This made so much more impact, as even people further away, or driving past, could easily see what was showing. 

We had also changed some news theatres to become continental film cinemas, showing the best European films from famous film directors.  So, for many years, our cinemas had been known as; The News Theatre, The Tatler, The Times, The Monseigneur and later The Cinephone.  Not many people knew of the name 'Jacey Cinemas' so my department set about designing how we could change the name of our cinemas to 'Jacey' and form a house style. 

I employed Vicky Wright (with public relations experience) as well as a young graphic designer, our logo came about from my idea to use the primary colours of film emulsion, magenta, cyan and yellow. 

This logo lined up with the Jacey name (in grey expanded Egyptian) it was soon approved and was introduced at every property and cinema.  All our stationery was redesigned, and all newspaper adverts always included this logo.  We also created 'Miss Jacey' to represent our company at various events, Aisha Ahmed was an usherette at our news theatre who had won a beauty contest, she was lovely and had a nice personality and with my mother's guidance she became a great success, the press loved her!  jncohen.net/JaceyGroup