The Where Escape Begins campaign is Cineplex's new tactic to highlight the many ways a film lover's escape begins at the movie theaters. It highlights the unique experience gained by physically attending a theater for a movie showing. As Canadians return to the hobbies and activities they love, Cineplex reminds guests of the immersive experience they offer.
The campaign was developed by creative agency Zulu Alpha Kilo and the Cineplex in-house marketing team. It includes a 50-second spot directed by Canadian James Arthurs. Cineplex reflects its new campaign across all consumer touchpoints, including Cineplex's social channels, interior digital media, and exterior banners at the company's theaters. Overall, the goal is to remind movie watchers how it feels to sit in front of big sights, hear big sounds, and taste delicious popcorn.
Movie Theater Escapism Campaigns
Cineplex Launched its 'Where Escape Begins' Campaign
Trend Themes
1. In-theater Experience Revival - The pandemic has allowed movie-theater companies to realize that revitalizing the in-person cinema experience can bring in more revenue.
2. Creative Advertising Campaigns - In a world where streaming services reign supreme, companies are forced to get more creative in their advertising tactics.
3. Multisensory Experience Trend - Audiences are seeking more than just visuals; memorable experiences incorporate all five senses.
Industry Implications
1. Entertainment - While streaming services have surged in popularity, the in-person cinema experience still holds a place in consumers' hearts.
2. Advertising - Movie theater campaigns offer opportunities for creative and immersive advertising tactics.
3. Food and Beverage - The in-person movie theater experience allows for the incorporation of multisensory experiences, including food and beverage offerings that enhance the movie-going experience.