We were tasked with rethinking the whole audience approach. Our first insight was that bollocking people who’d actually had the good grace to buy a ticket, some popcorn, and take a seat was a hugely flawed strategy. The future of movie production relied on people carrying on this good behaviour, and not illegally downloading at home. So we thought it a good opportunity to thank the audience – because without them, movies simply wouldn’t get made.
Our message to the audience – “you make the movies” – was creatively expressed through a series of homages to famous movie moments. Moments that we’d reimagined as scenes from everyday life. Where people were unknowingly recreating – making – the movies.