Going to the movies is a pretty lazy recreational activity. That's why movie theater audiences are the perfect target group for a Weight Watchers promotion. The perfect timing: Right before the movies starts - when people are eating their ice cream and popcorn. Introducing the first cinema commercial that interactively uses the surrounding of the movie theater! Most movie theaters in Germany close the red curtain after the advertising block at the beginning of their screening. When the main feature starts, the curtain opens again. The Weight-Watchers commercial is always placed at the end of the ad-block and uses the sliming movie-screen for the advertising.
Agency: Euro RSCG Duesseldorf, Germany.