BCA / 2025
Mega Movie Pass
Three familiar screen characters watching themselves at Cinema XXI.
What needed to change
Avoid another generic cinema promotion built only from titles, prices and trailer clips.
What we noticed
The experience of recognising a character in the cinema is more memorable than repeating the offer.
What we decided
Stage witty scenes around three film-inspired characters at an iconic XXI setting, while working inside publisher trailer rules.
What we made
A cinema campaign film produced on location with approved trailer usage.
What happened
BCA published the finished campaign film and the Mega Movie Pass offer.
My part
I led the on-ground production and managed the delivery end to end, including compliance with publisher rules.