戲院除了是觀影的地方以外，還有甚麼意義？也許您與父母，情人，子女及朋友的珍貴片段都交織於戲院，這裡累積了您成長的點滴，更滿佈您情感的足印。UA院線2016年度企劃“More Than Movies”正式啟動，透過細數一個個觀影以外，於戲院譜出的動人故事，牽引屬於您的戲院情懷。 UA誠意邀請不同範疇、不同界別的觀眾現身說法，開腔大談UA院線除了「電影以外，還有更多」，包括UA的IMAX / Atmos /D-BOX 觀影享受、UA App貼心功能、UA必買小食、UA POP精品推介、UA Loyalty Club著數會籍、UA節慶驚喜，還有UA Platinum 及 UA Ambassador 升級及個人服務等，演繹UA院線如何走進大家的生活。 過去31年UA院線和觀眾一同成長、一起進步。期望在放映以外，帶給觀眾更多元化的產品及服務，提升整體觀影享受，讓戲院充滿不一樣的色彩。

This project is intended to promote new services UA Cinema provides, and to refresh the Cinema's image with the concept of "More Than Movies". The idea is to show that movie watching is an activity suitable for all different walks of life, enjoyable anytime, with anyone. The aim is to attract movie watchers from different sectors of the society to create shared memories at the Cinema, and to introduce them to UA's new services.

BY JKE.MOKTSZKI   |  ART DIRECTION / DESIGN DIRECTION | VISUAL | WEB | VIDEO | PHOTO | SOCIAL MEDIA

Michelle Wai 衛詩雅：「Cinema is a place for me to take a short break during busy life. Whenever I feel stressed at work, I visit cinema for a cartoon or comedy to relax and to recharge. I like going to cinema whenever I have time, especially with friends so we can share afterwards. I also love watching movies to get some inspiration from other actors, sometimes I even imagine myself being them and think about how to act. The enjoyment of movie brings me is multifaceted.」