A simple thing sparks robots to life in this sweet romance

Argentine campaign from Cinemark and Hoyts promote the benefit of a night out at the cinema

Published On
Jul 15, 2019

Editor's Pick

While streaming services and the many devices surrounding us provide increasing competition for movie theaters, there’s still something quite magical about going to  the cinema and devoting your attention entirely to the silver screen. Argentina agency Geometry conveys this idea in a charming robot love story for theater chain Cinemark and Hoyts. 

The short film depicts a male droid who drearily goes about his day, his unchanging, predictable routine underscoring just how mechanical his life has become. His alarm wakes him from slumber, his coffee maker drips out his caffeinated pick-me-up, his microwave heats his bland and basic meal. It happens over and over again until one day he gets a text that disrupts the endless cycle.

We then see him at the movies, accompanied by a female friend. As they sit and stare up at the screen, our protagonist becomes so touched he begins to cry, and that little drip of emotion sparks him, and his date, to become something else entirely.

The endline reads, “Going the movies does us good.”

“We wanted to talk about the experience we offer, and about what cinema as such means in people's lives, focusing on its attributes and differentials, and what it provokes in viewers from how it makes them feel,” explained Laura Najlis, marketing and commercial director for Cinemark and Hoyts in a statement. “Cinema connects us, excites us, mobilizes us, excites us, generates expectations. It is a moment of enjoyment, disconnection from routine, sharing and dreaming through a story, and building unforgettable moments … We hope that spectators enjoy it and get as excited as we are.”


Jul 15, 2019
Client :
Cinemark and Hoyts
Agency :
Karina Aiello
Tony Waissmann
Claudio Giovanelli Zaia
Creative Director :
Maria Lujan Donaire
Creative Director :
Hernan Damilano
Art Director :
Gaston Canaves
Copy :
Agustin Alba
General Account Director :
Georgina Roccatagliata
Account Director :
Agostina Luzzi
Account Executive :
Gabriel Faermann
Production Company :
Director :
Director of Photography :
Francisco Hauser
Executive Producer :
Soledad Pérez Veiga
Producer :
Alejo Bustos
Edit :
Natalia Loiacano
Post Production :
Ratio VFX
Production Coordinator :
Seba Lopez
Color :
Alejandro Lescano
Audio :
Client :
Laura Najlis
Client :
Patricio Bruno

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