Innored Forces Moviegoers to ‘Run the Movie’ for Reebok

By Erik Oster 

If you’re relaxing at the movie theater, running on a treadmill is probably the last thing you want to do, making Innored’s latest stunt for Reebok Korea a bit of a head-scratcher.

The agency connected a treadmill to a movie screen, calling on a (seemingly) random audience member to continue running throughout the film to prevent the movie from buffering.

It’s a strange approach for a few reasons, most obviously that people come to the movies to relax and annoying them into exercising is perhaps not the best way to get them to like your brand. Also, the act of running on a treadmill, especially when forced to maintain a certain speed, is a fairly noisily one, making the stunt annoying not just to the participant but to segments of the audience as well.

At least the runners in “Run the Movie” got to keep the shoes they were given for the stunt. Still, Innored might want to choose a more appropriate venue for disrupting people’s routine next time. The subway was a much better choice.