Since in recent years the ICA has seen a large loss of consumers, this campaign was created with the aim of bringing people back to the cinema.

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The insight is based on the fact that people outside the theater do not see the film in its entirety because they have many distractions. The films were made to be seen in the cinema, so if we don't watch there we won't have the same experience.

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The creative concept is stated in the phrase "The movies were made to receive all your attention", followed by the campaign signature "Go to the cinema. Watch the whole movie".