Movie ticketing platform Atom Tickets launched its first-ever brand campaign with the hope of connecting friends who love entertainment.
The spot, starring Anna Faris of Scary Movie fame and directed by Friday Night Lights' Peter Berg, was timed to launch in time for summer movie season — which used to be Memorial Day weekend, until Marvel’s slate of movies extended what we consider blockbuster season.
Deutsch created the campaign for the Fandango rival, which features Faris utilizing the app and rattling off zingy one-liners, like Mr. Miyagi’s “Wax on, wax off,” from The Karate Kid, as the app allows Faris and friends to skip box office and concession lines.
Faris said in a statement: “Going to the movies with friends is the best way to experience a film and having an easier way for people to go to the movies is critical. Trust me, when you skip the line with the Atom app, you will say ‘Yippee ki-yay movie lovers!’”
Berg likens Atom, which integrates info from Amazon, IMDb, Google, Facebook and Instagram, to the Global Entry system — but for movies: “A few taps and you’re in!”
Added Amber Tarshis, head of marketing for Atom Tickets: “As we prepare for a blockbuster summer at the box office, and therefore a blockbuster summer on our ticketing platform, we felt now was the ideal time to kick-start our first-ever brand campaign. The campaign reinforces our key value propositions of share-ability, flexibility and convenience in purchasing movie tickets using Atom. As an entity that believes in working with the industry, we were thrilled to work with Peter to give our first campaign a truly cinematic feeling. Anna is a great representation of our brand, as she truly is that relatable and lovable movie fan.”
Janet Higdon, executive vice president and executive creative director at Deutsch stated: The app allows users to invite friends, choose seats together, and even pre-order concessions so you can skip all the theater lines. We’re launching Atom’s app by celebrating years of film through some of the most iconic movie moments of all time with none other than the movie lover herself, Anna Faris.”
The new spot features placements on AMC and Regal cinemas through NCM and Screenvision buys, as well as on YouTube and Hulu. NYC taxis and Link interactive OOH kiosks also join in, as well as targeted buys on ESPN and Popsugar’s platforms.
A sign of building momentum for the brand, Atom also welcomed Dwayne ‘The Rock’ Johnson and Dany Garcia of Seven Bucks Productions to its advisory board, joining Tyler Perry, Stephen Spielberg, and JJ Abrams. It's received backing from Disney, Fox, Lionsgate Films and Fidelity.