Canadians haven’t been able to go to the movies since the pandemic started. But an apartment building in downtown Toronto got a surprise screening courtesy of Cineplex as chronicled in this spot from Toronto agency Zulu Alpha Kilo and produced by its in-house arm Zulubot.
After three months of temporary closures, Cineplex in Canada is reopening its theaters in all markets where it is permitted by local governments. In an effort to build anticipation and remind movie-lovers of the power of shared experiences and storytelling (while observing the important 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 who haven’t been able to go to theaters in some time.
Leveraging a 40-foot wall as the theater 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.
As Zak Mroueh, founder and chief creative officer of Zulu Alpha Kilo, said, “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 theater experience straight to Canadians’ living rooms through the Cineplex Store. Through SkipTheDishes and UberEats, its popcorn and delicious eats from The Rec Room are available for home delivery, and the company has donated $1 for every order to Food Banks Canada.
