From the big screen to the comfy reclining seats, the Dolby Surround Sound and indulgent candy bar treats… we positioned Parlour Lane popcorn as an essential part of the nostalgic experience of going to the movies and a true feast for the senses. (Sorry not sorry, Netflix!) The campaign concept, The Sound of Cinema, launched on the silver screen and was amplified across every screen. We also supported The Sound of Cinema with an always-on social strategy, a national sampling activation, and even a few cheeky topical placements to hijack some of the country's juiciest headlines.