ONLY HERE
The ask: In the age of streaming, people are just not going to the movies like they used to. Regal Cinemas wants to reignite the cultural relevance of the theater experience among 18-to-35-year-olds.
The insight: The movie theater gives us what no other space can: a place where we’re given permission to feel. Where you can experience a unique sense of emotional intimacy with those around you. It’s the only place where strangers can feel the same thing simultaneously — and no one has to say a word.
The idea: “Only Here” — a campaign to encourage moviegoers to embrace their biggest emotions at the theater.
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Select Regal theaters in big cities will host exclusive screenings of emotionally resonant films, encouraging audiences to feel all their big feelings among strangers. Audience members will be seated randomly to take in the movies among strangers.
Emotional Support Kits: On each seat, there will be a kit with Regal-branded items. Each item will have a small card with witty copy related to embracing your big emotions.
Emotional Punch Cards: Cards on seats to encourage people to find another person who felt a similar emotion to them during the film. They will get a free movie pass for being handed a card.
Emotional Confession Booths: In the lobby, there will be a station set up in reality TV “confessional” style, where audience members can record UGC content based on prompts (i.e., “What part hit you the hardest?).