Cinema is coming back in Canada—albeit slowly.  After three months of temporary closures, Cineplex will be reopening its movie theaters in all markets where it is permitted by local governments by as early as the end of the month.

To promote this, the company set out to remind Canadians of the movie-going experience with an event in downtown Toronto, orchestrated by agency Zulu Alpha Kilo. Leveraging a 40-foot wall as a backdrop, residents at a condo building were able to view a screening of "How to Train Your Dragon" from their own balconies. Audio was shared through a select FM channel and Cineplex popcorn was delivered to the viewers through SkipTheDishes.

The movie was preceded by a specially recorded message from Canadian actor Jay Baruchel, who stars as Hiccup in the movie, and the event also included a donation drive, with proceeds going to Food Banks Canada.

"As we work towards building excitement around our reopening in a few short weeks, this small gesture is way of reminding movie-lovers of what they have to look forward to,” said Dan McGrath, Cineplex chief operating officer, in a statement.

“People have gone a long time without a night out at the movies," added Zak Mroueh, Zulu Alpha Kilo Founder and Chief Creative Office. "While many are watching streaming services, we wanted to provide something more than that, something beyond that—a shared experience.” 

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