Cannes Lions

Cinemagine (Health & Wellness Lions)

MIRUM, Sao Paulo / CINEPOLIS / 2016

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Overview

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Credits

Overview

Description

To promote a room in which you can watch a movie by using more than your eyes, we created a session to those who can’t see. First, screenwriters had to think movies in a new way: people should understand stories without images. After that, they gained sound and got synchronized with the 4DX rooms from Cinepolis. The stories had from 15 to 20 minutes and were full of details so they could be understood in the best way. Two films took place: “A Duck in Wonderland” and “Kangaroo Race”. Now, with Cinemagine, everybody could enjoy a new way of “watching” cinema. An experience without barriers, where all you need to do is to imagine.

Execution

To create a movie for those who can’t see, some important points were needed. The stories had from 15 to 20 minutes and were full of details so they could be understood in the best way. Two films took place: “A Duck in Wonderland” and “Kangaroo Race”. The no-image movie session happened simultaneously in five different Brazilian cities (Curitiba – São Paulo – São Bernardo do Campo – Fortaleza – Recife). From north to south, visually impaired people – who got marginalized in movie theaters – now could live this experience in a way made for them. In addition, they didn’t have to pay for tickets. The session had no costs.

Outcome

Cinemagine meant a landmark in cinema. The first session happened in March of 2015, but ended up becoming a project that will live forever. There were 300 places in each room and all the five sessions were almost full of people with some kind of deficiency. The public spread the news. More and more people could discover Cinepolis’ novelty through a social project that only meant well. Besides creating a new entertainment possibility to those who weren’t the target, the brand reached many people without spending a single dollar with advertising.

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