You know the situation: The Theater lights are off, the movie is well under way, you’re completely into it, and then someone right next to you starts to text message – or even answers his cell phone! Turn-It-Off-Trailers are part of a cooperation between Nordisk Film Cinemas and TDC’s cell-phone department, TDC Mobil. The new trailers encourage people in a humorous way to turn off their phones by showing that you probably don’t miss much during the duration of the movie.
It may seem ironic that TDC as a cell phone company asks people to turn off their phones. According to project manager Anja Hansen of TDC Mobil, however, the quirky campaign is a conscious attempt to create goodwill: “The movie-going audience comes with the purpose of being entertained, and they see the commercials and trailers as parts of the experience. So we get people’s attention, when we surprise them with a request NOT to use our products for the next couple of hours. In this way, our message clearly stands out,” she says.
The new trailers are presently shown in all Danish Nordisk Film movie theaters. They are also on display in other non-Nordisk Film theaters, but in that case, TDC has bought advertizing space through Dansk Reklamefilm, which is part of the Nordisk Film family.
