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Award: Shortlist
Shortlist / Entertainment / Creative Use of Budget / 2024
More and more people watch films on platforms on small screens, and even on their mobile. Pathé, the biggest cinema chain in Europe, decided to react.
We show on our huge screens, the reality of watching films on a smartphone, by hacking ourselves.
Pathé disrupted trailers to highlight the unique experience of big-screen viewing. With major production companies' permission, they integrated mobile distractions like notifications and calls during screenings, emphasizing the importance of the cinema experience.