Imagine you own a bar in the same building as a popular movie theater. Each week, moviegoers flock to films, but remain completely in the dark about your business - they don't even know you exist! How can you capture their attention and bring the crowd to your tables after the movies are over?
The Marquee Room found themselves in precisely this situation. Instead of opting for traditional advertising, they decided to directly engage moviegoers with a guerrilla promotion. The bar worked with their neighbors to create custom paper cups that popcorn would be sold in for the duration of the campaign. Each popcorn cup looked like a beer from the outside, with the popcorn forming the "head" for a unique eye-catching appearance. The Marquee Room also had the slogan "The bar in the theater" imprinted on the cup to complete this simple yet highly effective guerrilla campaign.