Vue, the cinema chain, has appointed Joint to revamp its brand strategy and customer experience. Joint is understood to have beaten the branding agencies Wolff Olins and Landor Associates to pick up the business in a competitive pitch. Vue is looking to "transform" the experience of going to the cinema. Vue has also charged the digital agency TH_NK with developing its user experience across all platforms. TH_NK will also develop a customer value management (CVR) offer to improve the way Vue interacts with customers.