# Cinema-Mocking Circulars These Utopolis Cinemas 'Reality Sucks' Print Ads Have a Funny Spin By Emily Evans | Published 2011-07-31 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/utopolis-cinemas-reality-sucks References: [mymodernmet](http://www.mymodernmet.com/profiles/blogs/reality-sucks) & [utopolis.lu](http://www.utopolis.lu/) Many people can look at these awkward Utopolis Cinemas 'Reality Sucks' print ads and recognize their familiar mocking of [famous movies](https://www.trendhunter.com/trends/heinz-smiles) like Free Willy and Titanic. These two [clever circulars](https://www.trendhunter.com/trends/dreamies-treats) were created by the advertising agency Duval Guillaume in Belgium. From a woman getting pecked by a bird to a whale consuming a man, these hilarious Utopolis Cinemas Reality Sucks print ads are a must-see for those with an appreciation of famous cinema. **Implications** - Referencing popular mass culture phenomena can be a highly creative and effective way for businesses to tap into consumers' desire for familiarity. These [quirky print ads](https://www.trendhunter.com/trends/six-flags) are an excellent example of how a business can play up an awkward scenario to get their product message across while giving consumers a good chuckle. ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 62% | Activity: 58% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Media](https://www.trendhunter.com/media) ## Key Themes ### What's Driving This Trend - **Referencing Popular Culture:** Referencing popular culture can be an effective way for businesses to tap into consumers' desire for familiarity and create engaging content. - **Humor in Advertising:** Using humor in advertising can make a brand more relatable and memorable to consumers. - **Mocking Famous Movies:** Mocking famous movies can be a creative way for businesses to play up an awkward scenario and get their product message across. ### Who This Affects Most - **Advertising:** The advertising industry can benefit from utilizing popular culture references and humor in their campaigns to create engaging content that resonates with consumers. - **Entertainment:** The entertainment industry can leverage the popularity of famous movies and incorporate humor to enhance their branding and marketing efforts. - **Retail:** Retail industries can utilize humor and popular culture references to increase brand awareness and engage with consumers on a relatable level. ## Related on Trend Hunter - [Brighton Retail Launch Ads](https://www.trendhunter.com/trends/ikea-brighton.md) - [Lazy Cereal Campaigns](https://www.trendhunter.com/trends/surreal-cereal.md) - [Marketer-Targeted Cereal Ads](https://www.trendhunter.com/trends/out-of-home-campaign.md) - [Comical Love-Inspired Food Ads](https://www.trendhunter.com/trends/burger-king-loveinspired-ads.md) - [Provocative Guerrilla Campaigns](https://www.trendhunter.com/trends/mwcurated.md) - [Movie-Goer-Inspired Soda Campaigns](https://www.trendhunter.com/trends/fresh-twist-on-soda.md) - [Witty Advertising Campaigns](https://www.trendhunter.com/trends/self-referential-marketing.md) - [Drug-Themed April Fool's Gags](https://www.trendhunter.com/trends/innocean-berlin.md) - [Fly-Attracting Seltzer Ads](https://www.trendhunter.com/trends/truly-hard-seltzer-ad.md)