People have short memories. After three months of watching movies alone on small screens, would people remember the thrill of the big screen experience, the cinema experience?

Cineplex is getting ready to reopen its theatres wherever it is allowed to in Canada, 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 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.

Using a 13-metre 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.

“The past three months have given us a new appreciation for the importance of friends and family and the power of shared experiences with those we love,” stated Dan McGrath, chief operating officer, Cineplex. “For over 100 years, our team has proudly helped to foster those experiences for Canadians across the country. Entertaining you is what our team does best, and as we work towards building excitement around our reopening in a few short weeks, this small gesture is a way of reminding movie-lovers of what they have to look forward to.”

The idea was developed and produced by Zulu Alpha Kilo. Zak Mroueh, founder and chief creative officer, commented, “People have gone a long time without a night out at the movies. While many are watching streaming services, we wanted to provide something more than that, something beyond that – a shared experience.”

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, its famous popcorn and delicious eats from The Rec Room have been available for home delivery, and the company has proudly donated $1 for every order to Food Banks Canada.

Credits

Agency: Zulu Alpha Kilo

Creative Director: Zak Mroueh

Associate Creative Director & Art Director: Dan Cummings

Associate Creative Director & Copywriter: Vic Bath

Agency Producer: Houng Ngui

Account Team: Mike Sutton, Matt Sinuita & Jenn Gaidola-Sobral

Planning Team: Heather Segal

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

Client: Cineplex

Client Team: Dan McGrath, Sara Moore, Lauren Aitchison & Cathryn Levine