Title	TWO GUYS GO TO THE CINEMA
Brand	CINEMES TEXAS
Product/Service	DOS TIPOS VAN AL CINE
Category	B02. Public Affairs & Lobbying
Entrant	THE CYRANOS//McCANN Barcelona, SPAIN
Idea Creation	THE CYRANOS//McCANN Barcelona, SPAIN

Name	Company	Position
Leandro Raposo	The Cyranos // McCann	Creative President & Founder
Leandro Raposo	The Cyranos // McCann	Creative President & Founder
Pablo Colonnese	The Cyranos // McCann	Executive Creative Director & Founder
Oriol Bombí	The Cyranos // McCann	Head of Strategic Planning
David Fernández	The Cyranos // McCann	Creative Director
Joaquin Espagnol	The Cyranos // McCann	Creative Director
Matías López Navajas	The Cyranos // McCann	Copywriter
Diego Alonso Rodríguez	The Cyranos // McCann	Art Director
Eduard Cubel	The Cyranos // McCann	Art Director
Jaume Rufach	The Cyranos // McCann	Copywriter
Carlos García-Munté	The Cyranos // McCann	Copywriter Junior
Fernando Diago	The Cyranos // McCann	Art DirectorJunior
Xavi Teruel	The Cyranos // McCann	Art Director Junior
Alba Riart	The Cyranos // McCann	Production Manager
Patrícia Franquesa Ruiz	The Cyranos // McCann	Agency Producer
Fernanda Pierri	The Cyranos // McCann	Head of Client Services
Anna Gil	The Cyranos // McCann	Head of Account Services
Natalia Chillon	The Cyranos // McCann	Office Manager
Nico Cabuche	Landia	Executive Producer
Alberto López	Landia	Producer
Martin Rietti	Landia	Director

The Campaign

Cinemes Texas presents the first stage play in the world against a tax for movie theaters. A play that consists of just a simple thing: two guys sitting in front of a big screen to enjoy a movie. In this way, the spectators will be able to watch the whole film but paying just the price of a stage play ticket, and in this way, avoid the 21% value-added tax.

Execution

A campaign against the discrimination towards the film industry; the only form of cultural expression to which the 21% of value-added tax will still be applied to unless we do something about it. A protest campaign for paying at the movie theaters the same tax that is paid in the other areas of cultural expression. The campaign started with the advertising and communication of the event. Advertisements were placed on newspapers, calling the audience to see a special play that was called “Two Guys Go to the Movies”.On the day of the event, people went to the film/stage theater to see the play and, when they entered, they realized that the play was actually a simple film projection, but at a lower price. Just one detail, two actors performed a simple stage play before the projection. This had a big repercussion in the bigmedia,which amplified largely the range ofthe campaign.

Many of the most important media outlets, channels and news programs of the country echoed the idea, putting the absurdity of the law in the spotlight. The campaign has generated much more repercussion in the media than if the complaint had been pushed forward through traditional channels —protests, demands on newspapers, etc. Nowadays, the regularization of the cultural value-added tax in favor of the film industry is present in all political parties’ and government media’s agenda. An amend to the measure is being evaluated and in the following months we can expect to see a change in it.

The Situation

Because it is a protest campaign capable of replanning a law. A campaign that is easily noticeable that has generated much more repercussion in the media than if the complaint had been pushed forward through traditional channels —protests, demands on newspapers, etc.

The Strategy

Unlike other industries —like drama, dance or music—, today, film is the only one that keeps the 21% of value-added tax. That is why the strategy was to create a campaign that would demonstrate that this differentiated tax was completely absurd, to generate conscience around the topic and get media repercussion.