ArcLight Cinemas brought back reserved seating to Cinemas in 2002. However people were still not using the reserved seating when purchasing tickets in 2008, the first year we were brought in to work with them. The first campaign we pitched was to a create large scale installations - 25+ foot images — to showcase the “old days” of what it was like to run for the seats in theaters without reserved seating.

To emphasize purchasing tickets on the ArcLight Cinemas website, we created a museum set in the near future, when waiting in line was a thing of the past. The ArcLight Sherman Oaks and Hollywood theaters was filled with images of people who waited in line through the ages with descriptions, and museum displays of the props they used to keep from getting bored.