The media and message work together by airing the spot when the audience is very engaged, right before the actual movie begins. The message offers “a thanks for buying your cellular phone from Best Buy, now please turn them off.” We took an essential message that the viewers were going to hear anyways before the movie started and linked it to Best Buy and their products.

Our goal of increasing awareness was reached. From November 26, 2004 through March 3, 2005 the spot ran in all AMC theatres and had a reach of 46,422,144. After conducting a survey, results revealed that total recall of the Cheerleader in-theatre spot was up 94%.