A unique problem deserved a unique solution.

Rather than targeting an individual, we decided to target families. And Diwali, one of the biggest festivals celebrated in India, is a time for family movie watching.

However, not all families celebrate Diwali, especially the ones who have a dog. Dogs are known to be highly sensitive to noise, and the bursting of firecrackers during Diwali terrifies them. A frightened dog (there are innumerable cases of dogs running away in the confusion) is a painful sight for the entire family. We created a special solution to alleviate this pain.

Since the theatres were soundproof, we extended an invite, through on-screen communication and direct invites, to the entire family including their dogs, to come and watch a movie with us!

On the day of Diwali, the cinema-going families arrived with their dogs, and were treated to preselected seats that ensured everyone had their own little private space within the auditorium. It was surprising to see the dogs so well behaved, and comfortable with their families, while sitting and watching a movie - this was timed from 6pm to 10pm, which is the time that most people in the country burst firecrackers. (Post 10, the noise pollution rules ban bursting for firecrackers)

The movie experience was rounded off with a trip to the food court, where the dogs snacked on delicacies alongside the owners! The experience went a long way in ensuring that Carnival Cinemas won the hearts of people at large.

We had an overwhelming response! Over hundred dogs turned up, along with their families. Seeing their pets enjoy themselves while watching a movie instead of cowering terrified in the corner was a priceless experience for the families!

Carnival Theatres has since converted this into an annual property much to the delight of dog owners everywhere.