Cineplex has launched a brand platform officially welcoming movie lovers back to the theaters and reminding them about the magic of the cinema with a new tagline: Where Escape Begins. The campaign positions the in-theater experience as a moment of escape—the polar opposite of watching movies at home, which Canadians have been forced to do since the pandemic shuttered movie theaters for a large part of the past 18 months.
The campaign’s launch spot is a love letter to the in-theater experience. Lit entirely by the light of the big screen, the film captures the sensory experience of watching a movie on the big screen–from the captivating surround sound to the buttery popcorn to the shared moments of laughter with a room full of fellow movie lovers.
The campaign was devised by Cineplex’s creative agency Zulu Alpha Kilo in Toronto. “The experience of watching a movie in-theater is something we’ve all been missing since the beginning of the pandemic. To simply sit, uninterrupted and enjoy a movie on the big screen is truly an escape from everything else going on in the world,” said Zak Mroueh, Zulu Alpha Kilo founder and chief creative officer.
This launch film in the campaign is being shown in theaters as part of the pre-show. Production was handled by Zulu’s in house content creation company Zulubot, with Canadian director James Arthurs at the helm.
