In order to share this initiative in an impactful way, we dug out old movie posters that UVK Theaters had stored away to recreate new alternative content posters.

We created three posters, each with a different story.

The stories were told by a compilation of real old movie tittles.

Each inviting you to come watch a tennis match, a football game or a rock concert.

The posters were displayed all over the city increasing cinema attendance by 18 per cent. Brand consideration grew from 85 to 91 points.