We entrusted Brión Arte Industrial to build a huge billboard of 34 meters length and 8 meters altitude, with 45 metallic columns as support of more than 900 neon lamps. It was placed in one of the most traditional corners of Buenos Aires, on top of a thematic bar named "Cinema" - meeting place for motion picture's fans - 45 days before the opening night, with a timing device showing how many days were left.

The film broke the Argentina's box office opening and at the end, collected 60% more tickets than expected, therefore 90% nore than the first Matrix. On regards to campaign costs efficiency, the billboards exhibition plus TV broadcasting live and print resulted in 4% lower CPM than other WB motion pictures.