Deadpool goes on an OOH spree

Mumbai-based Active Media Innovations created a buzz around the much awaited superhero flick Deadpool by executing three different varieties of outdoor media innovations in various places across Mumbai. These aimed at creating buzz just before the movie got released in India.

A street art fest was organized where budding art students were invited to paint their arty perspective around the movie theme on walls. This was organized in three places in Mumbai such as Lower parel, Juhu and Mahim-Matunga. The second variety of innovations took place in Cinepolis, Thane, where motion-sensor cut-out of the superhero was installed to raise the anticipation around the movie. "This is most probably the most innovative outdoor promotion for a movie ever done in India. The motion-sensor cut-out could sense the proximity of any human figure coming close to it and upon sensing it, it could lift itself off the ground. The cut-out attracted a huge number of eyeballs in a theater space like Cinepolis. We were able to intrigue the movie watchers to come and watch Deadpool after it got released,” informed Emraan Kureshi of Active Media Innovations.

As part of the movie's promotion, the final innovation took place on Valentine's Day at Cinepolis Andheri. "We called it augmented reality valentine's day, where the Deadpool superhero cut-outs were paired with movie-goers and they were given complimentary photographic prints,” added Kureshi.