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Mario Bros. It is one of the animated films that have made this film category a weight reference.
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Like Mario Bros. Various film titles have become standard content.
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The cinema has become a stage of great value in the market.
Mario Bros. premiere his first animated film in cinemas and the film showed how important the strategic association between exhibitors and producers is, in order to find tasks that attract the attention of audiences, due to the results that are achieved. Pepe del RazoDirector of Marketing from Grupo Cinemex, shares details about it with Merca2.0.
Merca2.0 – What does a movie theater chain take care of when activating movies like Mario Bros.?
Pepe del Razo – We take care of all the details. It is a great exercise of a 360 plan that goes from when the guest is influenced to go to the cinema to see this title. We call him the ‘movie goers pack‘, which is from when you plan your visit until you leave.
In this case of Mario Bros. we did it hand in hand with Universal, with changes in our shopping experience, so that the experience could start from there, changing the seats for shells or Mario surprise boxes; we started to create a story and from there, what makes the difference in all our 360 activations in these titles as powerful as Mario Bros, where the guest is expected to live the whole experience, to be surprised and to be able to tell a story, so that when entering the app and select a seat, count it and have that experience replicated.
At Mario Bros we take care from the app and web, until when you arrive at the candy store and you can see a very wide set of promotions.
Merca2.0 – Movie theaters are excellent places to do merchandising activations, what care do you take to make the best product design?
PDR – Lo we make Together, hand in hand with the studios, at a good moment we know the potential of the title to understand how the film is going, what it is about, what insights we can get and how to ‘match’ that expectation, where they undoubtedly know the potential of tape
Our dovecotes are a hit; They have become a movie destination that people search for a seasonal title or a big event.
Now we also activate rooms, you will find the surprise of a room with a Mario world, with a Mario lobby and people do not expect it.
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