After three months of temporary closures, Cineplex is reopening its theatres in all markets where it is permitted by local governments as early as the end of the month. In an effort to build anticipation and remind movie-lovers of the power of shared experiences and storytelling (while observing the important rules of physical distancing), Zulu Alpha Kilo and Cineplex decided to bring the fun that comes from a night out at the movies to the windows and balconies of Torontonians.
In addition to bringing the small community together, the movie-screening event included a donation drive, with proceeds going to Food Banks Canada. Since the pandemic began, Cineplex has been bringing the theatre experience straight to Canadians’ living rooms through the Cineplex Store. Through SkipTheDishes and UberEats, it’s famous popcorn and delicious eats from The Rec Room are available for home delivery, and the company has proudly donated $1 for every order to Food Banks Canada.
Leveraging a 40-foot wall as the theatre backdrop, residents at a condo building on Bay Street were able to view a screening of ‘How to Train Your Dragon’ from the comfort of their own balconies – all while enjoying the excitement that typically comes with attending the movies in-person. The audio was shared through a select FM channel and Cineplex popcorn was delivered to the viewers through SkipTheDishes. Instead of coming attractions, the movie was preceded by a specially recorded message from Canadian actor Jay Baruchel, who stars as Hiccup in the movie.
Outdoor advertisement created by Zulu Alpha Kilo, Canada for Cineplex, within the categories: Media, Recreation, Leisure.
Creative Director: Zak Mroueh
Associate Creative Director/Copywriter: Dan Cummings
Associate Creative Director/Art Director: Vic Bath
Agency Producer: Houng Ngui
Account Team: Mike Sutton, Matt Sinuita, Jenn Gaidola-Sobral
Planning Team: Heather Segal
Clients: Dan McGrath, Sara Moore, Lauren Aitchison, Cathryn Levine
Production Company: Zulubot
Directors: Vic Bath, Dan Cummings
Executive Producer: Tom Evans
Producer: Colleen Allen
Director of Photography: Adam Griffiths
Camera Operator: Kyle Chappell
Camera Assistant: Chris Greef
Production Assistant: Shannon McCormack
Editing Company: Zulubot
Editor: Max Lawlor
Online: Alex Boothby
Transfer: Felipe Chaparro
Sound design: Noah Mroueh