This 'movie trailer' was shown in theaters in between the real movie previews.

In the weeks before IDFA 2010 an unusual trailer was shown during the trailer block in Dutch cinemas. This trailer turned out to be an announcement for the IDFA Festival. This campaign was announced in the same way that a new film is launched. Through PR, outdoor advertisements, posters and banners on film sites and Hyves, we focused on X-Ray Eyes, the new film by Oscar winner Mike van Diem, starring Golden Calf winner Sylvia Hoeks. Mike van Diem’s production company sent out a press release and various media paid attention to the new film. Director Mike van Diem made a "trailer type" commercial starring Sylvia Hoeks.We created a fake film site: www.xrayeyesthemovie.com where the trailer could be viewed and shared.

A 10% growth compared to 2009, and the festival was attended by a wider audience.