du has been providing their customers two movie tickets for the price of one religiously on every Tuesday since the past two years. This has been supported through award winning campaigns that mimic movie scenes. However, 2016 being the third consecutive year, required a different approach. So, we took a bold decision of moving away from showing movie scenes and flexing big production value; and instead, created films that showcase the ‘behind the scene’ and ‘making off’ aspect of movies. An aspect that really excites the movie lovers today. This is the kind of materials movie lovers search for.
Having said the above, this year’s execution are humorous and explore the unknown side of movie makers while narrating the story of the script with supporting photographs that replace movie scenes. The entire set up is like a promotional interview taking place which allows the interviewer to ask questions about the movie that the movie makers answer because of their character and end up revealing the entire story (which is generally not the case).
Creative Execution
Since a considerable part of the story was being narrated via photographs, the setups had to be done in a way which would make the viewers imagination go wild. So, lots of emphasis on the art direction and every detail had to be considered. Every movie genre was researched heavily and art direction was suited to bring out the essence of that particular era – be it a historic one for ‘too long’, a scientific one for ‘too confusing’ or a darkish east European movie genre for ‘too sad’. The props were specially created and sourced for each movie which enhance the story telling and imagination.