Challenge
The brief asked for a campaign that answered one provocative question — "are some opinions about movies more correct than others?" — while driving theater visits, Letterboxd downloads and profile creation, and platform participation. The underlying challenge was harder than it looked, as it was difficult to justify without a compelling enough reason to show up in person.
The Postmiere
To get users off their couches, only user-participation and FOMO-inducing engagement would do the trick. That's how the Postmiere — a user-voted, award-season-timed screening event — was born, where user opinion literally determines what plays in theaters. With movie theater loyalty-point integration, a harder incentive is introduced, while linking in-person attendance directly to a Letterboxd profile value, and presence on the platform more meaningful.
The Impact
The final campaign was designed so every action reinforces the next — voting requires a profile, the profile earns loyalty rewards, and rewards pay off at the Postmiere. The Blue Carpet activation gave users a shareable moment before, during, and after the event, extending the campaign's reach beyond ticket holders and onto digital presence. To encourage upgrades to Letterboxd Pro, a tiered voting system grants premium users the right to nominate movies initially, and afterwards, all users vote to bring one movie back to theaters.
