Zenken and Shochiku Multiplex Theaters Collaborate to Promote Theater Manager Careers

Zenken and Shochiku Multiplex Theaters: A New Approach to Career Branding

In a pioneering collaboration, Zenken Co., Ltd. and Shochiku Multiplex Theaters Co., Ltd. (SMT) have launched a project to promote the roles within theaters by utilizing cinema advertising, also known as 'CineAd'. This initiative aims not only to spark interest in theater jobs but also to enhance corporate value by effectively showcasing the importance of the workforce behind the cinematic experience. The project is set to premiere across 23 SMT theaters nationwide starting in May 2026, including venues like MOVIX, Piccadilly, and Tōgeki.

Background and Objectives: Elevating Corporate Value through Career Visibility

The magic of cinema transcends mere visuals on the screen; it’s equally about the ambience created by the theater staff and their responsive service. As key contributors to the cinema experience, the expertise of these on-site personnel forms an integral part of corporate branding. In recent years, there's been a growing emphasis on using various channels to visualize and communicate the intrinsic value of professions, as this practice has become a crucial method for enhancing corporate value in the medium to long term.

Driven by an idea generated from the ground up at SMT, the project was conceived to leverage the actual theater environment to convey the allure of cinema jobs. This endeavor is now taking flight as part of a broader career branding strategy.

Project Overview: Merging Cinema with Career Branding

The initiative draws from CineCari, a career branding media platform developed by Zenken, which will serve as the backbone for showcasing the work of theater staff. The project will feature visually engaging presentations about jobs at the theater, broadcasted as commercial shorts during intermissions at theaters nationwide.

The theater environment naturally attracts individuals who have an interest in the silver screen, thus providing an apt backdrop for introducing potential candidates to the various roles at SMT. By promoting the position of theater manager through CineAd, the campaign aims to employ an innovative approach to create awareness and pique interest, differing from traditional corporate marketing strategies.

About CineCari

CineCari is part of Zenken's human capital initiatives aimed at enhancing career value recognition and branding. This digital platform has built a solid reputation for effectively communicating the principal appeal and fulfillment associated with various professions that often remain unnoticed in mainstream job advertisements.

Comments from the Involved Parties

Zenken Co., Ltd. Project Team

Through our years of focusing on web media for career branding, taking this leap into the cinema space allows us to connect with audiences in real-life settings, creating a potent connection with potential candidates. Our collaboration with SMT widens the opportunity to communicate the value of various professions to many more individuals.

Shochiku Multiplex Theaters Human Resources Department, Goro Kashiwagi

This initiative stemmed from an idea born within the theater: we want to convey the excitement of working in cinema to our visitors. We aim to provide an opportunity for audiences to gain insights into the often-overlooked operations behind theater management and the gratifying aspects of these jobs. We are committed to continuously creating new value for our theaters.

For more details about the Career Branding media that conveys the fundamental allure of professions and resonates with job seekers, visit this page.

About Zenken Co., Ltd.

- Company Name: Zenken Co., Ltd.
- CEO: Junyoshi Hayashi
- Headquarters: 1-3-1 Azabudai, Minato-ku, Tokyo, Japan
- Founded: May 2, 1975
- Established: July 14, 1978
- Capital: 439.53 million yen (as of June 30, 2025)
- Stock Market Listing: Tokyo Stock Exchange, Growth Market (Stock Code: 7371)
- Official Website: zenken.co.jp