Movie-goers attending "The Taking of Pellam 123" at Premiere Cinemas this weekend found themselves experiencing the sensation of entering a New York City subway station. It was all part of a promotional tie-in the movie with local Subway Restaurants to promote Sony's new release "Pellam 123" in 100% digital projection at the Premiere 14, explained Director Will Sanders who masterminded the campaign.

"Our idea was to convert our box office to look like a New York City Metropolitan Transportation Authority Ticket Booth. We decorated with maps of New York City and the underground subway system with route information and posted it along with MTA signage. It definitely created the atmosphere."

Dubbed "The Taking Of Pelham 123 Combo", Subway guests got a discounted Footlong Sub, 2 Bags of Chips and 3 Cookies when presenting their ticket stub from Premiere Cinemas. In addition to the in-lobby décor, the local Subway restaurants got "on the train" also producing their own well-attended promotions complete with "Pellam" posters and standees provided by Sony Pictures.

"I think our guests have seen it all now, a New York subway station here in Spanish Fort."

The Premiere at Eastern Shore is among the world's only 100% mezzanine-less multiplex cinemas powered by Premiere's exclusive "digital command center" located off the lobby concourse. The theatre is still decorated also with it's "UP" balloon campaign promoting Disney/Pixar's animated hit which opened two weeks earlier. For the "UP" campaign, Premiere joined forces once again with the Children's Miracle Network and raised hundreds of dollars for CMN. Children attending loved Pixar's animated blockbuster and enjoyed watching Premiere's own hot air balloon flying through the theatre lobby.

"These are great summer movies and we want to give our guests a little something extra when they attend," said Mr. Sanders.