Sony Pictures´ primary goal is to generate expectation close to the premier of the action-packed thriller “Vantage Point”. The use of bus shelters was essential to connect with the audience and bring to light the movie’s theme.

Eight strangers with eight different points of view try to unlock the one truth behind an assassination attempt on the president of the United States. Several suspects are among the crowd and part of the final poster. We attempted to replicate, in the bus shelters, the sensation of “being suspicious” for being present in the action. Jointly with JCDecaux we created an application that by pressing a button, allows your photo to become part of the movie’s poster which is displayed in the bus shelter. We stirred people’s curiosity and wonder.

The movie premiered in Spain on the 29th of February, 2007 and remained in theatres for 6 weeks, accumulating a total of 4,338.069 euros.

The interactivity provided in the bus shelter circuits captured the attention of bus passengers and people walking along the sidewalks giving them the feeling of connection with the movie plot. In the film industry, distributors very familiar with the storyline and the interaction helped its prospect audience feel an like integral part of it .JCDecaux became interested in doing similar actions where the possibilities of a conventional static media, such as a bus shelter, can be multiplied.