This theater chain brought the movies back to Canadians via their balconies

Cineplex and Agency Zulu Alpha Kilo put on a special showing in Toronto

Published On
Jun 23, 2020

Editor's Pick

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.” 



Jun 23, 2020
Client :
Agency :
Zulu Alpha Kilo
Creative Director :
Zak Mroueh
Associate Creative Director/Art Director :
Dan Cummings
Associate Creative Director/Copywriter :
Vic Bath
Agency Producer :
Houng Ngui
Account Team :
Mike Sutton
Account Team :
Matt Sinuita
Account Team :
Jenn Gaidola-Sobral
Planning Team :
Heather Segal
Client :
Dan McGrath
Client :
Sara Moore
Client :
Lauren Aitchison
Client :
Cathryn Levine
Production Company :
Director :
Vic Bath
Director :
Dan Cummings
Executive Producer :
Tom Evans
Producer :
Colleen Allen
Director of Photography :
Adam Griffiths
Camera Operator :
Kyle Chappell
Camera Assistant :
Chris Greef
Production Assistant :
Shannon McCormack
Editing Company :
Editor :
Max Lawlor
Online :
Alex Boothby
Transfer :
Felipe Chaparro
Sound Design :
Noah Mroueh

Need a credit fix? Contact the Creativity Editors

Project Type