“THEATRE ETIQUETTE”

THE HELIOS APPROACH:
HOW AND WHY?

THEIR CHALLENGE

Imagine Cinemas was receiving a growing number of complaints about disruptive moviegoers — phone usage, loud conversations, popcorn-throwing, and more. Standard signage and website disclaimers weren’t making an impact.

They needed a memorable in-theatre video that would effectively capture attention, improve audience behavior, and elevate the overall moviegoing experience.

OUR SOLUTION

We set out to confront bad movie manners in a way that entertained without alienating. By turning common complaints into a cinematic comedy sketch, we created two exaggerated characters — a pair of lovable troublemakers — that audiences could laugh at and learn from.

The result was a branded theatre etiquette film blending high-end cinematic production, VFX, and a humorous narrative tailored for all ages. Played before every screening, this custom pre-show video was crafted to educate through entertainment and reinforce proper movie theatre etiquette.

THE RESULT

Behavior across all screenings improved immediately. With disruptive actions now humorously called out on the big screen, patrons became more mindful — enhancing the in-theatre experience for everyone, and drastically reducing complaints.

The film became a fan favorite, and its two stars gained local recognition for their performances, proving that even a cinema PSA video can become a cultural moment when executed with style and charm.