It's a facade that won't go unnoticed. The new "Pathé BNP Paribas" opened its doors a few days ago in Paris, on rue Louis Le Grand, in the Opéra district. With its five newly renovated screens and 440 red velvet seats, the venue promises comfort... and a little dose of originality. Because this is the first time in France that a cinema has taken the name of a private company outside the entertainment world.
Pathé and BNP Paribas share a room
Behind this idea is a partnership between the cinema giant and the BNP Paribas bank. "It started with a proposal from Pathé to take over a cinema near our offices," explains Elise Hermant, director of communications at BNP Paribas. In other words, it was practical, well-located... and an opportunity to showcase the bank's logo in a big way in a strategic neighborhood.
BNP Paribas isn't just sticking its name on the storefront. The bank will offer its customers competitive rates, organize preview screenings, and plans to make the cinema a key location for its community of film fans, We Love Cinema. "It's a good opportunity for our brand image," summarizes Elise Hermant.
The idea may seem surprising in the world of cinema, but it's already well-known in other sectors. Stadiums like the Accor Arena and Groupama Stadium proudly bear the names of their sponsors. And abroad, some movie theaters have also taken the plunge: the TCL Chinese Theatre in Los Angeles and the Scotiabank Theatres in Canada.
This spotlight on the BNP Paribas name is also a nod to history. The bank has supported cinema for over a hundred years, often as a financier of productions. With this operation, it is moving into the public domain, in a context where exhibitors are seeking to bring spectators back to theaters after Covid.
The amount of the agreement between Pathé and BNP Paribas has not been revealed, but one thing is certain: the red seats are ready, the laser projectors too. And if the initiative is causing a stir, it is undoubtedly because it touches on a sensitive point: how brands invite themselves into cultural venues without necessarily ruining the atmosphere.
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