Buena Vista International Showscreens
This new medium has transformed how we build relationships with our consumers and given us a platform our competitors don't have
Lee Jury, marketing director, BVI UK
Film distributor Buena Vista International relied on TV ads to showcase movie clips and drive people to cinemas. However, traditional TV advertising was becoming less effective thanks to ad-avoidance. Our challenge was to find a new way to engage people with movie content, drawing them into the film.
Research suggested that our audience relied on out-of-home posters to find out release dates. We also learnt that the best way to get people to go and see a film was to allow them to discover the plot and characters first – something that flat posters simply couldn't do. Our communications strategy was to bring the cinema onto the high street. We needed a fully-interactive outdoor format that would encourage consumers to interact with films and want to find out more. This meant a poster site that was: audio-visual, easily accessible to consumers, interactive, engaging, vandal proof and affordable!