The first major campaign we created for the expansion of ArcLight Cinemas beyond Hollywood and Sherman Oaks.

We wanted to highlight why ArcLight had such a loyal group of die-hard guests, so we asked Facebook fans for a quote about ArcLight in order to win a chance to be featured in a campaign. With over 600 responses, we were able to handpick 100 members for a series of photographs. Rather than use a traditional pose, we asked each participant the name of their favorite movie. Then we asked them to re-enact their favorite scene from that movie.

The members took photos of their posters at ArcLight and posted them on every social media platform they were on. We also received dozens of emails from the participants telling us their friends were sending them pictures of their one sheet, and thanking us for the incredible experience. The results speak for themselves. We created a campaign that all the guests enjoyed, while leaving them with a greater sense of appreciation for the theater chain.