Breaking boundaries with Breaking Dawn
Popcorn Cinema Advertising had blood pumping over one of the most anticipated movies of the year, The Twilight Saga: Breaking Dawn Part 1, with a 10-day countdown to the release day of the movie on the big screen.
"It is a first for cinema in South Africa, we changed the ad reel every day which is certainly not the norm," says Karen Bailey, General Manager of Popcorn Cinema Advertising. The countdowns certainly had pulses racing and appetites wet for what is set to be a box office breaking release.
The 10-seconders were strategically placed in fixed position 1 on the advertising reel and on all 76 NuMetro 2D digital screens. A different execution, with a pounding heartbeat as audio, was screened every day for 10 days prior to the worldwide release of Breaking Dawn Part 1, each showing an intriguing glimpse of what was to be expected in the movie.
"The heartbeats of the cinemagoers could literally be felt throughout the cinema," added Karen Bailey.
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Popcorn handles advertising sales for Nu Metro Theatres and some of SA's larger Independent exhibitors, delivering six of the Top-10 complexes to advertisers. Popcorn represents 255 screens, including over 70 digital screens.- more....