Carnival Cinemas and The Social Street Mumbai invite dogs to the movies during Diwali Festival
Diwali is one of the biggest festivals celebrated in India and it calls for a celebration with family. However, not all families celebrate Diwali. Especially families with dogs.
As anyone who has a dog in their family can attest to, their sensitive ears do not take kindly to noise, and bursting of firecrackers during Diwali terrifies them. A frightened dog (there are innumerable cases of dogs running away in the confusion) is a painful sight for the entire family. The Social Street and Carnival Cinemas created a special solution to alleviate this pain.
Since the theatres were soundproof, invites were extended to entire families including their dogs, to come and watch a movie with Carnival Cinema. The invites were communicated through on-screen advertisements, flyers, and through direct mailers. At the theatres as well as popular dog walking parks nearby. A surprising amount of publicity for the campaign came through word of mouth – dog owners spread the message to other dog owners, since they shared a common issue.
The movie experience was rounded off with a trip to the food court, where the dogs snacked on delicacies alongside the owners. Over fifty dogs from the neighbourhood turned up, along with their families. Carnival sold movie tickets, and in the process, won hundreds of hearts!
Price of movie ticket: Rs.140/head. Snacks: Rs.100/head. Seeing your pets enjoy themselves while watching a movie instead of cowering terrified in the corner: Priceless!
Credits –
Chief Creative Officer: Deepak Singh
Creative Team: Smriti Shadra, Vikash Kumar, Kailash Chandra
Production House: Sage Films