Cannes Lions

INTERNATIONAL CINEMA

M&C SAATCHI, Melbourne / MELBOURNE INTERNATIONAL FILM FESTIVAL / 2004

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Overview

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Credits

OVERVIEW

Description

Foreign films are characterised by the black ‘letterboxing’ on the top and bottom of the cinema screen. The idea was to take this motif and apply it to a variety of multi-cultural restaurant windows. Given our very limited budget, it was a cost-effective way of targeting a demographic that would be the most receptive to our message.

Outcome

The day after the Festival opened was its biggest day at the box office in its 52-year history. With record attendances - almost double the number of sold-out sessions on last year. The Festival box office recorded a 17% increase in bookings compared to the previous year. In addition, the number of sold-out sessions rose from 36 in 2002 to well over 60 in 2003, and near-capacity sessions were recorded for the majority of other sessions.

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