Title	UPC POP-UP CINEMA
Brand	UPC HUNGARY
Product/Service	UPC HORIZON GO
Category	C01. Live Brand Experience
Entrant	ARTIFICIAL GROUP Budapest, HUNGARY
Idea Creation	ARTIFICIAL GROUP Budapest, HUNGARY
Production	ARTIFICIAL GROUP Budapest, HUNGARY

Name	Company	Position
Gergő Horváth	Artificial Group	Creative Director
Attila Haberland	Artificial Group	Head of Creative Management
Imola Kaszta	Artificial Group	Account Director
Agnes Ökrös	Artificial Group	Junior Account Manager
Peter Tiba	Artificial Group	Motion Designer
Merse Balla	Artificial Group	Head of Event
Tamas Nanassy	Artificial Group	Event Manager
Zita Garamvölgyi	Artificial Group	Junior Copywriter
Zsofi Englert	Artificial Group	Head of Production

The Campaign

Watch movies like never before: explore the 5th dimension of movie experience!

Creative Execution

We started a unique event series where we invited people to watch their favorite movies at places, which are related to the movie: Shutter Island in an abandoned sanatorium, Cabin in the woods in a Spooky forest…etc.

UPC Pop-up Cinema is a brand experience, which raised people’s attention immediately: we promoted the event only for 3 weeks on Facebook and tickets for the first event was sold out in 14 minutes, for the second event in 6 minutes. It started as an event series now it’s an iconic cultural phenomenon of Budapest, which raised even New Line Cinema’s attention. They asked us to organize a special premier event for their blockbuster movie “It”.

UPC is a brand, which provides hundreds of TV channels with thousands of movies. Sexy isn’t it? Not anymore. More and more people watch on demand content or they just download a movie with a torrent site. We wanted to reconnect with the people and demonstrate them that our brand is still the master of entertainment.

Instead of launching a usual movie app we introduced a brand new way of watching movies for the people: a new level of movie experience, when they are not in the cinema, but in the movie.