In the weeks prior to as well as during the Japanese Film Festival, the interactive poster campaign was displayed in the foyers of the Cinema Nouveau theatres, to attract a captive audience of moviegoers, waiting in the queues. A campaign of three posters was created and developed to focus not only on the Japanese Film Festival, but also on Japanese culture and customs. While reading the elongated posters from top to bottom, the readers, to their surprise, automatically found themselves performing one the most well known customs in Japanese culture - the bow

This was the third year that the Japanese Film Festival ran at Cinema Nouveau theatres and the 2003 attendance record exceeded the previous years by an impressive 56%.