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UPC Pop-up Cinema

agency

Artificial Group Boutique Creative

country

Hungary

client

UPC

services
  • Concepting
  • Development

description

Hungarian internet and TV provider UPC launched their new Horizon Go app, which lets users watch TV on their mobile, tablet or laptop. To promote the app's mobility and UPC's large directory of films, Artificial Group chose popular movies and created open-air cinemas in special locations outside the usual cinema setting that would enhace the movie. For example, the movie Shutter Island (a psychological thriller about a U.S. Marshal investigating a psychiatric facility) was shown just outside of an abandoned psychiatric hospital.

This consumer-activation campaign creates a new platform for UPC to connect with their customers and demonstrate its new service to watch TV and movies anywhere.