We launched the biggest screen in the MENA region, with a campaign so minimal, simple, clean and stunning coupled with a line that explains the idea in the most simplest way – ‘Big movies deserve bigger screens’. We used the most iconic scenes from the biggest movies and put them on our screen, and they looked small, like very small in comparison to the gigantic screen at Roxy Xtreme Cinema, driving the point home that, ‘Big movies deserve bigger screens”.
