cinemas + letterboxd: review roulette
The film industry sees more value in critics than they do with everyday audiences. But it’s the regular, movie-loving people in the audience who buy the tickets and keep theaters open. Let’s prove that everyone’s opinion, not just some fancy film critic’s opinion, can pack theatre seats again.
*And yes, all of these reviews were written by real Letterboxd users.
Social
In partnership with AMC, we'll host weekly discounted movie nights. The only catch? You have no idea what you're watching when you buy your ticket. The only hint will be Letterboxd reviews written by real Letterboxd users.
To highlight the humor of ambiguous reviews, we’ll post reviews that could belong to two different movies on Instagram and let people debate which is correct.
On TikTok, we’ll further engage users with street-style interviews to guess the movie based on the review, with free movie tickets for those who get it right.
(Spoiler: the review was for Bugonia)
Reddit, where movie conspiracy theories thrive. We’ll create a new subreddit, r/LetterboxdReviewRoulette, to fuel the existing discussion. We’ll even place ads and crosspost our reviews in other film subs to get people guessing.
Letterboxd will further the narrative that everyone is a critic by putting industry professionals and regular filmgoers on the same playing field.
OOH
We’ll also run OOH ads to pique interest in Letterboxd while driving ticket sales.
IN-APP
The movie options will be between two seemingly unrelated movies, with only a Letterboxd review as a hint, and at a discounted price to open the theater doors to wider audiences. We’ll have a pop-up ad in-app, and a dedicated page on the AMC website.
Once users join Letterboxd, they can submit their own reviews to influence future Letterboxd Review Roulette movie nights.
In-Theater
Let’s be honest, we all drone out movie previews. To make the whole experience more interesting, on Review Roulette night, fans will get one last chance to lock in their guesses.
In-App
Everyone who guessed correctly will receive a discount code for any movie at an AMC theater.
All participants will unlock access to an exclusive Review Roulette Community channel in the Letterboxd app, allowing movie lovers to share their opinions and bond with ease.
