Cineplex started with a token investment on grassroots marketing and has evolved into a brand that regularly reaches out to different ethnic markets. With the help of AVcommunications, Cineplex’s multicultural outreach has become as varied as targeting the entire nation at once with its Scene Card messaging to promoting a Bollywood film at a theatre in Surrey, BC.

The Ask

Encourage the South Asian community to include Cineplex in their Diwali celebrations.

The Audience

South Asian Canadians

The AV Answer

Movies are a huge part of South Asian culture so much so that there is a specific expression that refers to the act of using movie dialogues in everyday conversations, called ‘bilkul filmi’ which means “to be absolutely influenced by movies.”
We launched an interactive radio contest that let South Asian movie lovers to go bilkul filmi, by impersonating their favorite actor/actress for the chance to win free daily movie passes and free movies for a year.  The Hinglish line “Diyas, Camera, Action” leverages the iconic Hollywood term “Lights, Camera, Action, but with a Hindi spin.
In less than 3 weeks, over 5,000 movie fans participated in the contest.