Best in OOH (1)
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Best in OOH/Ambient/Place-Based Media - Budget Over $100,000
Warner Bros. Pictures Canada
"The Matrix Resurrections
Canadian Premiere"
Your Brand Integrated
Marketing Communications
“Reversing the Increasing sales and profit decline throughout the pandemic between 2020 through
2022”
Nearly every business sector was hit hard by the global pandemic. This was especially true
for the Canadian movie theatre industry, which suffered ongoing closures, sporadic
regional shutdowns, and mass consumer anxiety around public gatherings. As consumers
and media decried the death of the theatre-going experience, and as in-home viewership
of film dramatically increased, Warner Bros. Pictures Canada was faced with a significant
challenge: when safe, how could they get people to return to the theater?
Seeking insight, Warner Bros. Pictures Canada asked people on the street: “When safe,
would you return to the movie theatre?” Some verbatims: “Not anytime soon”; “I’d love to,
but I don’t think anytime soon”; “Maybe 2023”. Such verbatims represent the overwhelming
sentiment expressed by those interviewed: desire, tempered with doubt.
Additionally, The Exhibitions at a Crossroads study (by The Quorum, Cultique,
Fanthropology; U.S. November 2021), found that there were three pain points for the
segment identified as Former Filmgoers: price sensitivity, safety concerns, and the feeling
that going to the theatre doesn’t provide a great experience. “Now, more than ever,
theatrical has to address price sensitivity, the low experiential value, and the safety
concerns if it hopes to reduce the number of Former Filmgoers and bring people back into
the theater,” the study stated. Price sensitivity lies outside the purview of film distributors.
Similarly, safety concerns are the responsibility of governments and theatre companies—
again, not an area that film distributors could greatly impact. However, low experiential
Practice Case – Professor Kathryn Faubert Fall 2023 – MEDIA TEST PREPARATION
value was identified as something that could be proactively addressed.
The research analysis led to a powerful insight: people were suffering from TEDD (Theatre
Experience Deficit Disorder). Going to a theatre transcends just watching content: it’s a
complete experience. From arrival to exit, it’s an experience unduplicated by sitting on the
couch in front of a tiny screen surrounded by life’s distractions. And, through innovation,
it’s an experience Warner Bros. Pictures Canada could have.
Viewing theatre-going through a wider experiential lens that recognized competition from
restaurants, bars, bowling alleys, digital art projection events, nightclubs, etc., led to a
strategy designed to get people to return to theatres. The strategy: premiere The Matrix
Resurrections with a world-exclusive immersive theatrical experience, allowing fans to step
inside the film. To do so would require true innovation. When theatres responsibly opened,
Warner Bros. Pictures Canada wanted to resurrect people’s passion for the Hollywood
blockbuster experience. The Matrix Resurrections was the perfect opportunity to deliver a
unique, immersive, and participatory experience rooted in a beloved franchise making a
comeback of its own.
Using the iconic and instantly identifiable green digital rain from The Matrix franchise as
the creative framework, the national effort began with the unleashing of a cryptic QR code
via outdoor wall projections, building wraps, and wild postings. The QR code led users
down a digital rabbit hole to win tickets to the Canadian Premiere at Cineplex’s Scotiabank
Theatre Toronto. In a never-been-done initiative, a full takeover of the iconic theatre was
created. Its entire façade was enveloped in digital green rain code, turning the theatre into
a massive billboard spanning an entire city block. Inside, the immersion continued as it
rained green everywhere: lobby, escalators, walls, floors, stairs, and hallways—resulting in
18,000+ sq. feet of rain using over 31 million pixels.
Additionally, the event drew the film’s star, Keanu Reeves, who interacted with ticket
Practice Case – Professor Kathryn Faubert Fall 2023 – MEDIA TEST PREPARATION
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