Loews Selects Draft for Cine Redesign

CHICAGO Loews Cineplex Entertainment has chosen Draft Chicago to create a new design for the firm’s in-theater concession areas, the agency said.

The agency will also be responsible for testing new creative designs and merchandising tools for the New York-based theater operator. The selection was made following a review involving undisclosed contenders.

Billings on the assignment were not disclosed. Loews spent $11 million on advertising last year, according to TNS Media Intelligence/CMR.

Onex Corp., one of Canada’s largest companies, owns Loews, which operates or has partnerships in 312 theaters worldwide.