Case Study : Cinema Peroni

Case Study : Cinema Peroni

JCDecaux Innovate has brought the silver screen to the UK’s streets, with the spectacular ‘Cinema Peroni’, a real cinema open to the public at JCDecaux’s Old Street site.

Measuring 8 x 6 metres, ‘Cinema Peroni’ seats 20 people in cinema-style Peroni-branded blue seats with a specially commissioned film projected onto a Première 400 billboard. The cinema is flanked by a Première 400 billboard and a Première 200 which have been fitted with a giant silver reel, spooling blue film.

The Peroni cinema was open from 3rd March, 5pm to 10pm, with free admission every 20 minutes.

Spencer Berwin, Managing Director – Sales at JCDecaux said, “This spectacular special build cinema by JCDecaux Innovate is a media first for Outdoor – a perfect combination of location, audience and creativity at our Old Street site. Peroni’s cinema will reach youthful, urban audiences heading to Shoreditch and Hoxton and central London, providing brand interaction and creating a buzz about this innovative ‘pop-up’ event – a first on an Outdoor advertising site.”

JCDecaux Innovate has also created a special build on the Westminster Bridge where a Première 400 billboard adds to the drama of the campaign with Peroni-blue curtains that will open to reveal cinematic branding.

The campaign with JCDecaux Innovate was planned and booked by MPG Media Contacts, Posterscope at Hyperspace, the creative and event management was by The Bank.

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