Millennials are the most jaded generation yet. The average relationship today lasts 2,9 years. That's because couples spend more time online than with each other and, when it comes to dates, the most romantic thing they do is go to unromantic movies. The proof? The top grossing movie in the Romanian Box Office in 2016 was the action adventure flick Suicide Squad. We needed to engage in a conversation and show that romance still has the power to entertain and to create a long-lasting impression, with an audience that clearly doesn't put value on it.

So we decided to catch them by surprise with branded content films that used their own romantic experiences as a storyline.

First of all, on January 26th, we launched a social media contest offering movie tickets in exchange for couples' love stories. In only a week, we got over 200 replies. We chose 3 winners, based on the love stories that most inspired us. Next, we created 3 emotional short films using details from the stories sent by the couples. Each story was set 30 years in the future, symbolically celebrating the power of love.

On Valentine's Day, we invited the unsuspecting couples to the movies and screened the films featuring their love stories before the entire audience. We documented their emotional reactions and put together an online film which we launched on Grand Cinema& More's Facebook page and YouTube channel on February 15th.

"From the future, with love" is Grand Cinema& More's most successful social media campaign up to date. The positive online reactions from the millennial audience were overwhelming.

With a small social media investment, the campaign was mentioned in local and foreign press, the video reached over 550,000 views (Facebook + Youtube) in the first week after the launch and it was shared over 1350 times in social media.