Virgin Megastore honors WB with Times Square pop-up store

NEW YORK Virgin Megastore has transformed the cafe inside its Times Square location into a pop-up store to celebrate Warner Bros. Entertainment's 85 years of movie making. The 400-foot space is dedicated to the studio's best DVDs of all time and houses a mini-movie theater that run clips of Warner Bros. films from as far back as 1923, the companies reported.

The pop-up store promotion will last 7 weeks and will coincide with the release of the new Warner Home Video (WHV) documentary "You Must Remember This: The Warner Bros. Story."

"The idea was for Virgin Megastores to create something special that would garner attention and showcase the great films that Warner Bros. has produced over the past 85 years," explains Bart Saunt, director of strategic marketing forVirgin Entertainment Group. "We've created the largest in-store marketing design that we've ever done for a partner; which includes a 40x20 foot in-store billboard with an Epson projection screen in the middle of it. We have utilized a huge part of our Times Square Megastore to help promote the anniversary of one of the top studios in the world. It's been a fantastic opportunity to work with a partner in such a creative, large, pop-up store environment."