Opening the curtains to a brand new cinema
Challenge
When a new cinema complex opens, communication typically relies on straightforward announcements about location, programming, or facilities. In the dense media environment, such messages risk blending into surrounding editorial content.
For SF Bio, the challenge was to announce the opening of a new cinema at Kista Galleria in a way that would stand out within the media itself while remaining visually simple and immediate.
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Solution
The concept treated the media content itself as theatre curtains.
Across for example a newspaper ad, the surrounding articles are ”pulled aside” like stage drapery, revealing a clear space in the center of the spread, where SF Bio announce the opening of the new cinema at Kista Galleria.
Outcome
The ad created a familiar visual interrupting the media without relying on heavy graphics or color. The illusion of the media content acting as cinema curtains connected the message directly to the experience of going to the movies.
Role
Concept development and art direction.
Client: SF Bio / Filmstaden
Agency: Cole, Russell & Pryce
Photo: Bsmart
