If you’re a Marvel fan excited to see Avengers: Infinity War opening weekend you’ve likely planned that out in advance—especially if you’re in New York, as theaters sell out quickly here.
But what about the casual moviegoer who isn’t as clued into the ins and outs of the Marvel Universe? Disney and Marvel worked with technology and media company Intersection to create a first of its kind out-of-home campaign that used roughly 1400 screens or 700 LinkNYC kiosks—all of the kiosks below 125th street—to make sure consumers were aware of the film, its showtimes and the closest theater.
“That’s actually an enormous amount of digital displays,” explained Dave Etherington, chief strategy officer at Intersection. “LinkNYC itself is the largest employment of digital displays in any city in the world so to be able to take the lion’s share of these is pretty significant. The campaign itself was designed to drive awareness as well as ticket sales and theater visits.”
The campaign kicked off last Thursday evening between 5 p.m. and 7 p.m. with ads that read, “See it tonight,” and featured the Avengers’ logo. The next day the ads featured an integration with Moviefone, using their proprietary API, to pull in the closest theater location to the kiosk the ad appeared on as well as the next showtime for the film so that passerby, if inspired by the ad, could easily catch the next showing.
“Once you’re exposed to the creative you see the nearest theater playing and a countdown clock to the next movie screening,” said Etherington, who added that the geographically targeted ads work as “a call to action.”