In most Austrian cinemas the screen is covered with a curtain before the show begins. We used this truth to create an interactive cinema commercial for our client, Moemax Furniture Stores. Our spot was always placed first in the cinema commercial block. When the curtain was opened, our spot started – it showed the inside wall of a flat with a window in the middle. The actual cinema curtains were drawn back exactly to the left and right of the window, creating a real 3D effect. Then a pedestrian passes by on the street outside the window, stops and takes a look inside. He tells the cinema audience it looks really boring inside the cinema hall and suggests that the least they can do is to get new curtains.

He walks off and our claim appears: ‘Moemax. Looks better, doesn’t it?’

The spot attracted a great deal of attention and during the period it was shown visitor numbers to the stores rose up to 15%. And we received many positive comments from cinema-goers via email.