CHIAT/DAY SAYS ‘SHHHHHH’

It’s a message everyone has wanted to deliver to chatty theater-goers: ‘Be Quiet!’ Cineplex Odeon Corp. is saving us the embarrassment of shushing the rude and confused among us with a series of three short films preceeding the main feature. Gently and with humor the films ask patrons to keep quiet during the show.
Chiat/Day’s Toronto office produced the films for Cineplex Odeon at a cost of about $250,000. The films will run over the next nine months in Canada and 14 U.S. states. Howard Lichtman, executive vp-marketing & communications for the theater chain, says the trailers represent about $3 million in screen time.
Copyright Adweek L.P. (1993)