Fallon UK kicks off its promotion for Orange's film download offering "Orange Film to Go" with a spot centered around, what else, popcorn. Directed by Chris Palmer, it shows groups of Orange customers, settling down for a movie, sitting on a bus, or just hanging out when something quite unexpected starts expanding and popping all around them.
The point is to drum up excitement around Orange's new program that invites customers to download a free movie every Thursday off iTunes. The spot is part of an integrated campaign that features television, cinema, retail, outdoor, digital, print and mobile.
There's also a microsite which will feature
the weekly "Film Night Live," a 30-minute hosted online event featuring interviews, clips, contests and teaser trailers as a lead up tot he week's free film download, all drawn together on various social channels.