The film opens on a cinematic bank robbery scene. Tension builds up as several people are waiting in line while a suspicious looking man pulls out his gun and demands that all the people put their hands up. This is where the film takes an unexpected and absurdist turn, as there simply isn’t enough headroom for the people to put their hands in the air. They are limited by some sort of invisible border. After a brief conversation the robber starts to flee but is stopped as he slams into yet another invisible limitation to the film. As the camera pans out, we see that the entire scene took place in surrealistically small environment. Making the point that no film ever got better by being small, and urging viewers to ‘Make it Big’ at Pathé cinemas, where film is experienced at its best.

The film played for two months during the busy Holiday season on all 179 screens in all 22 Pathé cinemas throughout The Netherlands. It proceeded huge movie releases like Rogue One: A Star Wars Story and Fantastic Beasts and Where to Find Them, reaching an estimated audience of over 3 million captively watching movie viewers. It was played in the prime slot, right after the latest movie trailers and directly before the start of the main film. By sandwiching our film in this context, we maximized the relevance of the core message and also the impact of the surprise. Many viewers felt that the beginning of our film was either the next movie trailer or the start of the main film.

The film was seen by more than 3 million captively watching cinema viewers. Cinema visits in The Netherlands increased by nearly 4% and Pathé has the highest brand preference in the category, with a whopping 53%.