• by Amy Corr  @MediaPostOTL, November 21, 2016

Carmike Cinemas tapped Troika to launch a new brand strategy and identity for its Sundance Cinemas theatres across the country.

At each of the Sundance theatres in San Francisco, West Hollywood, Seattle, Houston and Madison, Wisconsin, consumers will find artisanal concessions, regional artists and locally sourced food items. The Sundance aims to provide a more relaxed and less commercialized space than its competitors, offering eco-friendly packaging, conscientious food, wine, and tea choices, and independent films featured alongside blockbusters.

"We are excited to see the new Sundance Cinemas brand come to life," said Reid Thompson, creative director at Troika. "We elevated the look and feel across all audiences' touchpoints to position the brand as a uniquely thoughtful and appealing destination for modern movie-goers."