Cineplex Entertainment: A Balloon for Ben

Cineplex, a theatre chain in Canada, built an emotional connection with fathers by creating A Balloon for Ben, a short film that illustrates dads' struggle of finding time to spend with their children.

Campaign details

Brand: Cineplex EntertainmentAgency: Zulu Alpha KiloCountry: CANADA

Marketing Context

Despite enjoying a dominant share at the multiplex, Cineplex operates in a highly competitive category. Consumers can choose from a growing number of ways to see movies that are cheaper and more convenient than driving to a cinema. Technology platforms such as Netflix, AppleTV and YouTube, as well as the cable and satellite movie networks are all making watching movies on-demand at home or on-the-go through mobile devices more and more commonplace. Cineplex also faced an ongoing fundamental issue of low brand affinity. Research...

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