There are an increasing number of ways to see movies that are cheaper and more convenient than heading to the cinema. We looked at entertainment trends that pointed to a growing market for streaming services. Millennials rely on Netflix to watch their movies - a viewing experience that is full of interruptions. We wanted to ask them "are you still watching?"
In order to bring them back to Cineplex, we proposed: No distractions, full immersion.
The billboard consists of recycled cell phones that play the trailers for anticipated films. The video is periodically interrupted by notifications to illustrate the point that watching movies on your phone is a disruptive experience.
This game on the Cineplex website prompts users to solve and create unclear synopses of films that resulted from distracted viewing. The game offers scene points to incentivize user engagement.