Cinemes Texas: Two Guys Go To The Cinema

Credits & Description:

Title: Two Guys Go To The Cinema
Agency: The Cyranos//Mccann
Brand: Cinemes Texas
Country: Spain
Entrant Company: The Cyranos//Mccann, Barcelona
Advertising Agency: The Cyranos//Mccann, Barcelona
Media Agency: The Cyranos//Mccann, Barcelona
Pr Agency: The Cyranos//Mccann, Barcelona
Production Company: Landia, Madrid / The Cyranos//Mccann, Barcelona
Creative President: Leandro Raposo (The Cyranos // Mccann)
Executive Creative Director: Pablo Colonnese (The Cyranos // Mccann)
Creative Director: David Fernández (The Cyranos // Mccann)
Creative Director: Joaquin Espagnol (The Cyranos // Mccann)
Art Director: Eduard Cubel (The Cyranos // Mccann)
Copywriter: Jaume Rufach (The Cyranos // Mccann)
Copywriter: Matías López Navajas (The Cyranos // Mccann)
Copywriter Junior: Carlos García-Munté (The Cyranos // Mccann)
Art Director Junior: Xavi Teruel (The Cyranos // Mccann)
Art Director Junior: Fernando Diago (The Cyranos // Mccann)
Production Manager: Alba Riart (The Cyranos // Mccann)
Head Of Strategic Planning: Oriol Bombí (The Cyranos // Mccann)
Head Of Account Services: Anna Gil (The Cyranos // Mccann)
Head Of Client Services: Fernanda Pierri (The Cyranos // Mccann)
Office Manager: Natalia Chillon (The Cyranos // Mccann)
Agency Producer: Patrícia Franquesa Ruiz (The Cyranos // Mccann)
Executive Producer: Nico Cabuche (Landia)
Producer: Alberto López (Landia)
Director: Martin Rietti (Landia)
Art Director: Diego Alonso Rodríguez (The Cyranos // Mccann)
Outcome:
Many of the most important media outlets, channels and news programs of the country echoed the idea, putting the absurdity of the law in the spotlight.The campaign has generated much more repercussion in the media than if the complaint had been pushed forward through traditional channels —protests, demands on newspapers, etc.Nowadays, the regularization of the cultural value-added tax in favor of the film industry is present in all political parties’ and government media’s agenda. An amend to the measure is being evaluated and in the following months we can expect to see a change in it.
Relevancy:
Because it is a protest campaign capable of replanning a law. A campaign that is easily noticeable that has generated much more repercussion in the media than if the complaint had been pushed forward through traditional channels —protests, demands on newspapers, etc.
Campaign Description:
Cinemes Texas presents the first stage play in the world against a tax for movie theaters. A play that consists of just a simple thing: two guys sitting in front of a big screen to enjoy a movie. In this way, the spectators will be able to watch the whole film but paying just the price of a stage play ticket, and in this way, avoid the 21% value-added tax.
Strategy:
Unlike other industries —like drama, dance or music—, today, film is the only one that keeps the 21% of value-added tax.That is why the strategy was to create a campaign that would demonstrate that this differentiated tax was completely absurd, to generate conscience around the topic and get media repercussion.
Execution:
A campaign against the discrimination towards the film industry; the only form of cultural expression to which the 21% of value-added tax will still be applied to unless we do something about it.A protest campaign for paying at the movie theaters the same tax that is paid in the other areas of cultural expression.The campaign started with the advertising and communication of the event. Advertisements were placed on newspapers, calling the audience to see a special play that was called “Two Guys Go to the Movies”.On the day of the event, people went to the film/stage theater to see the play and, when they entered, they realized that the play was actually a simple film projection, but at a lower price. Just one detail, two actors performed a simple stage play before the projection.This had a big repercussion in the big media, which amplified largely the range of the campaign.
Synopsis:
Since 201
the 21% value-added tax on films caused a decrease in audience of up to 30% and a 22% decrease in revenues. More than 300 theaters and more than 500 cultural companies related to the industry have been closed all across the country. This has also significantly affected the local and independent production, leaving a market that is becoming more and more deprived and concentrated. Unlike other industries —like drama, dance or music—, today, film is the only one that keeps the 21% of value-added tax.