Read about the project
Overview
My passion for film and the impact of the COVID-19 pandemic inspired this project, as theaters faced declining attendance while streaming services thrived. I set out to create a cause poster that advocates for the irreplaceable magic of the theater experience. After exploring several concepts, I landed on a minimalist design featuring a smartphone with Netflix-style text reading, “This isn’t how to experience a movie.” The poster contrasts the limitations of streaming with the immersive, communal atmosphere of theaters, reminding viewers that some experiences are meant for the big screen.
The Problem
Theaters were struggling due to COVID-19 and the growing dominance of streaming services, putting the cinematic experience at risk. While streaming offers convenience, it can't match the scale and immersion of watching a film in a theater.
My Process
I reviewed news articles and reports detailing cinemas' declining state during the pandemic. The challenge was finding a message that cut through the convenience of streaming and reminded audiences of what they were losing.
I developed a concept that critiques the streaming experience and reinforces theaters' emotional and visual impact. I focused on creating bold, simple visuals that make audiences reconsider watching movies on small screens.
My Designs
This campaign advocates for theaters by focusing on their scale and atmosphere. It shows the stark difference between watching on a phone and a theater screen, reminding audiences that theaters offer a singular, immersive way to experience film.
Conclusion
Streaming can’t replace the communal, larger-than-life experience of the theater. This campaign champions the cinema as an essential space for storytelling—irreplaceable by any personal device.
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