Raise awareness of the brand and attract more users to the cinema.
A unique cinema experience bringing in a two way interaction from the cinema to the internet.
The promotion starts prior to a new season of movies are launched and people can enter online to gain the special slots and win great prizes. Special cameras, sound and lighting are set up on four selected seats in a number of branded cinemas across the country to record a viewers reactions during a movie. People are invited to fill the selected seats and have their reactions to the screening filmed with the best bits (throwing popcorn everywhere, laughing or screaming) reproduced for online users to view. The reactions are edited in a 5 minute montage by a team and launched on the brands special microsite and a dedicated YouTube channel that will be updated for each screening and attracting outside viewers.
The interactive participants, fellow cinema goers and the general online community are then asked to share their experience of the promotion on the microsite of the movie, follow the brands social networks, and here the videos can also be shared to other social networking sites. When landed on the microsite users can enter their details to take part in the promotion and there are a range of movie reviews and future events for people to engage with once enter into the site. The promotion offers participants a free screening and a chance to win a year’s pass to the cinema for you and a friend.