Aug 21, 2008 6:04 AM, PROMO Xtra, By Amy Johannes

Virgin Megastores is celebrating 85 years of movies from Warner Bros. Entertainment with a pop-up store inside its New York City Times Square location.

It partnered with Warner Home Video to transform the store’s café into a Warner Bros. shop. The entrance to the 400-foot space includes a red carpet and a mini movie theater that shows footage of popular Warner Bros. movies from 1923 to the present.

The shop features the top 50 films Warner Bros.’ films. In addition, it’s selling Warner Bros. apparel, books and accessories. The store will be up for seven weeks leading up to the PBS airing of the five-hour documentary, “You Must Remember This: The Warner Bros. Story” airing Sept. 23-25.

Virgin Megastores company created the space to seek out other partners to develop pop-up shopping environments, Bart Saunt, director of strategic marketing for Virgin Entertainment Group, said. The hope is the store within a store concept will introduce classic movies to a new generation, he said.

A Pop-up store “allows control over the environment in fun and existing ways,” Saunt said. “For Warner Bros., we created a more thoughtful introspective environment, allowing customers to dwell in the space, and we’ve seen great sales as a result.”

Virgin is spreading the word about the store within a store concept with a YouTube video [www.youtube.com/watch?v=QIEe6ZHomMs], which takes viewers into the pop-up store. Blogs on Virgin’s social media site, www.Virginmegamashup.com and PR also support the campaign.

Virgin Megastores nationwide will support the studio’s anniversary with window displays, end caps and in-store signage. The company’s PR firm, SJ Communications, is working on the campaign with Warner Bros. marketing team.

For more coverage on marketing at retail

Related Links:

Courvoisier Opens Pop-Up Shop with Clothing Brand
http://promomagazine.com/eventmarketing/news/courvoisier_opens_popup_shop_0416/index.html

Virgin Megastores Rolls Out Digital Signage Network
http://promomagazine.com/retail/news/virgin_megastores_digital_signage_network_0220/index.html

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