18 Movie Theater Stunts

When it comes to marketing at the movies, most people are familiar with the idea of having to sit through numerous pre-roll ads before the real entertainment starts. However, many brands are creatively using large-format theater screens, projection technology and inventive pranks to catch movie-goers off guard with engaging advertisements.

With many theaters struggling to get people to buy tickets, movies and promotional content are both becoming more immersive. In order to show off the staying power of its waterproof mascara, cosmetics brand L'Oreal put its product to the test in a cinema full of women watching a sad movie. Similarly, Cornetto gave out free ice cream that was revealed to be a glow-in-the-dark treat when the movie theater's lights were dimmed.

Since people already gravitate towards movie theaters in order to experience content that makes them feel anything from inspired to heartbroken or terrified, brands that tap into marketing at the movies are able to get at a range of consumer emotions in the same way.