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During the opening weekend of Jordan Peele’s new thriller Nope, 100 movie theaters across the country aired short films sponsored by the job search site Indeed. The brand bought out the entire 16-minute long movie pre-show—the period before the movie starts, when 30- to 60-second ads typically air for anyone who arrives early to the theater.
A 16-minute cinema buy was not only uncommon before Nope’s opening weekend, but unheard of. Even airing long form content during the pre-show is a unique—and expensive—marketing decision.