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Regal is a movie theater chain established in 1989, dedicated to providing guests with the best environment for cinema. They offer state-of-the-art theaters, quality concessions, and a welcoming atmosphere designed to build audience confidence in the moviegoing experience.
Problem
In the era of various streaming services, movie theaters face declining interest from audiences who see little incentive to leave their homes. This project conceptually aimed to reignite interest in the theater experience by spotlighting the unique offers of visiting a Regal cinema.
Process
This project highlights Regal’s commitment to a high-quality, casual theater experience by focusing on two key pillars: state of the art technology and unique concessions. The campaign leveraged nostalgia to emphasize theater quality through an animated reel, while a separate post uniquely integrated concessions into iconic cinematic experiences. Both deliverables were designed to remain consistent with Regal’s playful and casual approach to social media advertising.
Result
The final deliverables translated the scale of the theater experience into engaging social media content. The first, an Instagram reel, contrasts at-home viewing with the Regal experience by utilizing a cinematic fade and the iconic THX intro to highlight the difference in sound and scale. The second, a promotional post for the 40th anniversary of Back to the Future, reimagines the DeLorean’s fire trails leading to theater seats occupied by M&M’s and Tropicana Cotton Candy Lemonade Drips. The headline, “New Drip, Old School! Back to the Big Screen,” effectively merges the film’s nostalgia with Regal’s modern offerings in a playful, on-brand visual.
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