Cineplex is rolling out its new brand campaign today, celebrating the unrivalled escape of the big screen experience. The Where Escape Begins campaign features a powerful and moving cinematic spot that brings to light the many ways a film lover's escape begins at the movies, and lovingly unfolds the collective experience that can only happen in the theatre.
"Now, more than ever, movie lovers want to reconnect and recharge with loved ones,” said Sara Moore, senior vice president, marketing, Cineplex. “An escape to a Cineplex theatre is the top choice of Canadians looking to disconnect from the world for a few hours, and be immersed in the sights and sounds, and of course popcorn, only found in the theatre. Our new campaign celebrates and revels in those moments - moments that remind us of our shared experiences and of our humanity."
Where Escape Begins was developed by creative agency Zulu Alpha Kilo, alongside the Cineplex in-house marketing team. It includes a stirring 50-second spot directed by Canadian James Arthurs, digital and social assets, radio, and out-of-home. The campaign is also reflected across all consumer touchpoints including Cineplex's social channels, interior digital media, and exterior banners at Cineplex's over 160 locations across Canada. The heartfelt spot reminds Canadians about the magic of going to a Cineplex theatre, how it feels to be immersed in big sights, sounds and tastes, and will be positioned prominently as part of Cineplex's preshow.