Emirates Airlines Cinema Experience


By The Denver Egotist / /

From December 1-26 in select theaters, Emirates Airlines will take over movie theaters by lighting up small airplane-sized windows that line the theater walls to complement a spot that runs on-screen. The whole experience promotes Emirates’ ability to ‘turn its planes into movie theaters’ by offering passengers over 1,200 channels while flying. Agency: Leo Burnett, Brazil.

Via ADivertido


  1. howard December 1, 2009

    ….neat…. and yet, I wonder,

    ….neat…. and yet, I wonder, does this nice little piece of creative really reaching the people who have enough money to fly to the Emirates?

    Somehow I think the folks with enough money to really consider such an exotic destination (and thus use the product) are not at the cineplex watching “2012.”

    Nor do I think they’re watching viral videos of the experience. They’re probably too busy reading the Wall Street Journal and the Economist.

  2. Jordan December 1, 2009

    What an awesome idea that

    What an awesome idea that they’ve tried to crowbar into a client’s marketing budget.

    I’m with you, Howard.

  3. howard December 1, 2009

    You know, the more I think

    You know, the more I think about this thing, the more questions I have about it.

    Like, why aren’t they telling me about the Emirates and why I should go there? (That’s the only place they fly to.)

    No wonder that country is in such trouble. Even after building a mall with a ski slope inside of it, they don’t tell me it’s something I just gotta see… and oh, by the way, Emirate Air is the best way to get there.

    No, I should fly Emirate Air for the movie-going experience?

    Um, something is very, very wrong here.

  4. Stephen December 2, 2009

    I think what your

    I think what your missing is the fact that they fly all over the world. Therefore, it’s trying to get you to use their airline, not fly to their country specifically.

    I think it works nicely.

  5. howard December 2, 2009

    Well, Stephen, I sure did

    Well, Stephen, I sure did miss that “fact” – though when I looked at their flight routes online, all their flights, from anywhere in the world go to, you guessed it, Dubai.

    Now I suppose if you’re in New York and you don’t mind going through Dubai to get to South Africa, you have a point.

    But that’s not something most people want to do. Not even with a million television channels in the plane.

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