Cineplex is welcoming movie lovers back into cinemas with the promise of something they haven’t had for a long time – escape. That promise, created by Zulu Alpha Kilo, is housed in a video love letter to the in-theatre experience. The film is lit entirely by the light of the big screen – giving viewers the sensory experience of watching a movie on the big screen.

“Watching a movie at Cineplex is one of the only moments we get where we turn off our devices and simply enjoy a moment of escape, free from distraction. We wanted our new brand platform to encapsulate that feeling as we welcome Canadians back to the theatre,” explained Sara Moore, senior vice president, marketing, Cineplex.

“The experience of watching a movie in-theatre is something we’ve all been missing since the beginning of the pandemic. To simply sit, uninterrupted and enjoy a movie on the big screen is truly an escape from everything else going on in the world,” added Zak Mroueh, Zulu Alpha Kilo founder and chief creative officer.

The hero film is being shown in-theatres as part of the pre-show, supported by social video content, out of home, radio, digital banners and in-theatre placements, all capturing the feeling of escape Cineplex provides. The social video executions highlight moments people only experience when watching movies in a theatre – like a mother enjoying two hours of peace, while her children are captivated by the big screen or the moment when a single chuckle can erupt into a theatre-full of laughter, while watching a comedy. Out-of-home executions include headlines like, “The original escape room,” and “Cheat on your sofa,” which set the in-theatre movie experience apart from the experience of watching at home.

Video production was handled by Zulu’s in-house content creation company, Zulubot, with Canadian director, James Arthurs. The campaign will run for the next twelve months. 

Credits:

Client: Cineplex
Client Team: Sara Moore, Greg Ambrose, Kimber Slater, Mike Lucas & Stephanie Critelli

Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Head of Design: Stephanie Yung
Creative Directors & Writers: Nick Asik (Cinema/OOH/Social), Dan Cummings (Cinema/OOH) & Ian Simpson (OOH)
Creative Directors & Art Directors: Jenny Luong (Cinema/OOH/Social), Catherine Allen (OOH/Social) & Rose Sauquillo (Social)
Writer: Laura Biggar (OOH/Social)
Designer: Jeff Watkins
Account Team: Robyn Morrissey, Risa Kastelic
Agency Producer: Milena Malovic, Elvira Labate, Revital Grunberg & Eileen Meng

Production House: Zulubot
Director: James Arthurs
Executive Producer: Tom Evans
Producers: Mitch Cappe & Adam Palmer

Post-Production Company: Zulubot
Editors: Max Lawlor, Brian Noon & Mallory Robbins
Post-Production Producers: Mariya Guzova, Gina Simone & Sarah Dayus
Online Editor: Lev Bravo

Colour & Animation: The Vanity

Video Audio: Toast & Jam
Voice Director: Thomas Neuspiel
Sound Editor: Kai Koschmider
Composer: Andy Huckvale
Audio Engineer: Andrew McCready
Video Audio Producer: Matt De Luca
Audio Mnemonic: 6 Degrees Music and Sound
Radio Voice Director: Christian Goutsis
Radio Sound Engineer: James Allinson
Radio Producer: Carolyn Ruether

Studio Director: James Graham
Studio Artist: Pavel Petrycki
Studio Retouchers: Jim Tinios & Gary Chuntz
Developers: Ariana Emond & Kyle Collins