We created a complete 'period' experience. Through sets, events, advertising, mailers, etc. The common thread was 'nostalgia'. The lead campaign in print, outdoor, posters used old hands to connect 'film' to 'classic'. So, one ad showed the typical director's frame made by a pair of hands, except that the hands were really old and wrinkled. The other two ads showed old hands holding a popcorn pack and a clapperboard. The film showed a dusty, rusted film can being taken out from amongst cobwebs. This was supported by trivia posters, guerrilla advertising at the theatre, innovative press ads, etc.

The publicity started two weeks before the event with hoardings, print ads, innovative print, web pages and posters. A film ('Can') and AV were run on cable TV and at theatres. An SMS quiz was conducted to distribute invites (publicised by print and radio). Top-end customers were identified and sent DMs and tickets. Publicity was carried out at the venue with 'Coming Soon' posters and guerilla ambient activity. And during the actual festival a 'period' experience was created through sets from the movies, costumes for ushers, a 'nostalgia' photo booth and album, special snacks, commemorative CDs, etc.