Despite what some believe, Cinéma Excentris is not closed. Since last November, all three of the cinema’s theatres have been devoted to screening the local and foreign independent film, “in a warm and welcoming space.” But despite that, many Montreal cinema buffs apparently are still wondering if Excentris is really open.
TAXI Montréal, in its first project with Excentris, is getting the word out to previously loyal fans and to the wider public. For the launch, TAXI has created a series of French-only street posters that speak to this dynamic institution’s unique role in the Montreal film scene. In contrast to the mega-complexes, which rely on gimmicks to draw an audience, Cinéma Excentris relies entirely on the quality and uniqueness of its programming. “Cinema buffs go to Excentris for the films – not because it has a bowling alley, 3D, or vibrating seats,” explains Dominique Trudeau, executive creative director, in a press release.
In collaboration with Publicité Sauvage, the street poster campaign is papering Plateau Mont-Royal, Rosemont, and the downtown core of Montreal, with messages such as, “Eating popcorn makes noise. This is why we subtitle our films.”
Cinéma Excentris has been owned by Cinéma Parellèle, a non-profit organization, since summer 2011, and reopened after being closed for a couple of years..