We reinvented the mechanism of selling a cinema ticket.

We transformed going to the cinema from planning and queuing for a specific time and title to an impulse, off the shelf purchase for any time and any title.

We launched BILET (“ticket” in Bulgarian) -- a blank ticket inside a tin can for almost all screenings of SIFF.

You pick a screening from the program inside the can, verify your number, and you’re done.

BILET was distributed in places you are already used to spending money (233 around Sofia): from supermarkets to bookshops, gas stations, cafes, bookshops even hair salons.

Following a seventeen-year stretch of almost identical numbers, attendance increased by sixty eight percent.