Missing the Movies

Zulu Alpha Kilo and Cineplex bring the movie experience to Toronto balconies 

June 25, 2020


After three months of temporary closures, Cineplex is reopening its theatres in all markets where it is permitted by local governments.

To build anticipation and remind movie-lovers of the power of shared experiences and storytelling (while still observing the important rules of physical distancing), Zulu Alpha Kilo and Cineplex decided to bring the fun that comes from a night out at the movies to the windows and balconies of Torontonians. 
Leveraging a 40-foot wall as the theatre backdrop, residents at a condo building on Bay Street were able to view a screening of ‘How to Train Your Dragon’ from the comfort of their own balconies. Audio was shared through a select FM channel and Cineplex popcorn was delivered to the viewers through SkipTheDishes. Instead of coming attractions, the movie was preceded by a specially recorded message from Canadian actor Jay Baruchel, who stars as Hiccup in the film.

How to Train Your Dragon, Cineplex

“The past three months have given us a new appreciation for the importance of friends and family and the power of shared experiences with those we love,” said Dan McGrath, Chief Operating Officer, Cineplex. “For over 100 years, our team has proudly helped to foster those experiences for Canadians across the country. Entertaining you is what our team does best, and as we work towards building excitement around our reopening in a few short weeks, this small gesture is a way of reminding movie-lovers of what they have to look forward to.” 

The idea was developed and produced by Toronto agency Zulu Alpha Kilo. As Zak Mroueh, Founder and Chief Creative Officer, says “People have gone a long time without a night out at the movies. While many are watching streaming services, we wanted to provide something more than that, something beyond that – a shared experience.” 

The movie-screening event included a donation drive, with proceeds going to Food Banks Canada. Since the pandemic began, Cineplex has been bringing the theatre experience straight to Canadians’ living rooms through the Cineplex Store. Through SkipTheDishes and UberEats, it’s famous popcorn and delicious eats from The Rec Room are available for home delivery, and the company has proudly donated $1 for every order to Food Banks Canada.


Agency: Zulu Alpha Kilo
Client: Cineplex
Creative Director: Zak Mroueh
Associate Creative Director/Art Director: Dan Cummings
Associate Creative Director/Copywriter: Vic Bath
Agency Producer: Houng Ngui
Account Team: Mike Sutton, Matt Sinuita, Jenn Gaidola-Sobral
Planning Team: Heather Segal
Clients: Dan McGrath, Sara Moore, Lauren Aitchison, Cathryn Levine
Production Company: Zulubot
Directors: Vic Bath, Dan Cummings
Executive Producer: Tom Evans
Producer: Colleen Allen
Director of Photography: Adam Griffiths
Camera Operator: Kyle Chappell
Camera Assistant: Chris Greef
Production Assistant: Shannon McCormack
Editing Company: Zulubot
Editor: Max Lawlor
Online: Alex Boothby
Transfer: Felipe Chaparro
Sound design: Noah Mroueh