For a year, we hacked the most highly awaited trailers with notifications, and broadcast them in ours cinemas.

The French cinema is in crisis, with a drop of 30% of attendance since the pre-covid era. In the meantime, the platform's subscriptions have tripled, and people have been accustomed to watching films on small devices, such as smartphones. At Pathé, the biggest cinema chain in Europe, we think that great films deserve a big screen. And certainly not a smartphone screen.
We turned the best watching experience into the worst. In our cinemas, we hacked ourselves, by ruining the most highly anticipated trailers as if they were watched on a smartphone: mobile pushes, text messages, unwanted screen rotations, low battery notifications, text messages, alarms and even phone calls stopping the broadcast. We broadcast these ruined trailers in our cinemas, and they found such an echo that the biggest production companies asked us to ruin their own trailers too.

 CREDITS 

Agency: Fred&Farid Paris
Executive Creative Director: Olivier Lefebvre
Creative Director: Yann Rougeron
Copywriter: Édouard Delcourt
Art Director: Alexandra Puchnaty, Pauline Lesage

 AWARDS 

CLIO AWARDS 2023: 1 Silver
ONE SHOW 2023: 2 Merits
CANNES LIONS 2023: 1 Bronze