Vue International has appointed Hijinks as its lead creative agency, set to launch a campaign showcasing the cinema chain's new Ultra Lux seat.

As part of the campaign, a 45-second CGI film showcasing the seat’s luxury features will run in Vue cinemas and online.

Hijinks, appointed without a pitch, will handle future campaigns for Vue’s new formats in 2025. Alicia Iveson, CEO of Hijinks, expressed excitement about the partnership, while Vue's Shona Gold praised the agency for capturing the brand’s cinematic vision.