For the first time ever, BFi announced the release of the original extended US version of The Shining in the UK cinemas. We had to captivate the audiences with the movie that most have already seen. In this respect, this was the first of the kind campaign.
To engage users, we have made a mini game composed of animated GIFs that feature scenes from the movie. We have put them in a wrong order and asked people if they can remember the correct sequence. For those who did, we have offered prizes. For those who didn't, we have invited them to see the extended cut. More than 2,000 people got to the prize draw.