In an effort to promote Cine Colombia's giant movie screens, ad agency TBWACOLOMBIA created a series of ads featuring iconic characters being engulfed by their hats. The print ads focus on popular movie characters with iconic hats being eaten by their dapper headpieces. Characters such as Indiana Jones from the Indiana Jones franchise and Gandalf the Grey from the Lord of the Rings are seen supporting giant hats. Along with the hilarious illustrations is the text "Much Bigger Movies."
TBWACOLOMBIA created the humorous ads to emphasize Cine Colombia's new movie theaters. The 'Mega Sala Cineco' theaters have screens that are 40 percent bigger than those in average cinemas. By overwhelming movie characters with their hats, the ads are implying that visiting a Cine Colombia theater will provide a truly immersive experience.