-To offer SONY WEGA theatre the credibility for its brand claims-Make it synonymous to home cinema entertainment capitalising on the positioning, profile and characteristics of Filmnet (as a movie channel) and its blockbusters' premieres-Differentiate SONY WEGA theatre communication from mainstream competition approach-Avoid clutter, make WEGA presence distinctive since the message is not inserted in breaks-Avoid zapping since the commercial is not played in breaks but incorporated in trailers which do not suffer zapping (the audience likes watching them)-Make all this project cost efficient for SONY WEGA theatre

This idea has been totally perceived, organised, executed and applied by the media team. That means, that after the first inspiration, the media team came into negotiations with the channel concerning the mechanics and the selection of programmes that were going to be used in order to serve the idea, i.e. blockbusters' premieres. Then, the media team cooperated with the creative team of the channel in order for the idea to be executed/applied properly. Only at the end, the advertising agency and the client gave their approval.

The main purpose was the total capitalisation of the perception that the audience has about 'cinema/entertainment at home'.We tried to: • capitalise/identify with the par excellence movie TV channel in Greece – Filmnet: Filmnet promotes its most prominent programme along with SONY WEGA theatre• capitalise on the idea of home cinema enjoyment for film lovers: SONY WEGA offers blockbusters' premieres and the trailers promoting them• capitalise on television per se since the television set of the audience is in a way 'transformed' to a SONY WEGA theatre look.Last but not least, all the above with no cost at all