Sling in the Cinema Lobby: What Three Activations Taught Us

Three cinema activations run across one release weekend and timed to the Indian titles on screen. Branded standees, pricing boards and interactive displays went into the lobbies at Cine Lounge Fremont and at AMC Gulf Pointe 30 in Houston, with teams working the foyer between showings on Dakshin Flex, Desi Binge Plus and Freestream. The weekend put the offer in front of 135+ moviegoers and produced the finding that redirected the whole programme: a cinema lobby is an awareness room, a grocery aisle is a conversion room. The Dallas and Bay Area store weeks that followed in February came straight out of it.