Picturehouse Cinemas has teamed up with Spotify for the first time, as part of its ‘Everywhere’ campaign.
The media partnership will see Spotify take over the pre-movie ‘turn off your phone’ moment across all of Picturehouse's screenings for two months.
Devised by media agency UM and Digital Cinema Media (DCM), the initiative forms part of Spotify’s ‘Everywhere’ campaign, which aims to highlight Spotify's ability to soundtrack any and all of life's moments.
Picturehouse’s in-house team created the ‘turn off your phone off’ assets, which feature tongue-in-cheek humour, tailored to the film being viewed.
Given that the ‘Everywhere’ campaign seeks to highlight how Spotify can improve most of life’s moments, its placement within the cinema – a place where music should be turned off – jokingly undermines its message.
Spotify’s UK marketing director, Olga Puzanova, said: “While Spotify looks to transform the way people enjoy music and podcasts, we wanted this campaign to demonstrate Spotify’s ongoing commitment to music discovery, which includes personalised playlists to suit every mood, anywhere you are.
“Picturehouse is the perfect partner for Spotify; through the collaboration we are able to connect with a young, urban audience with a love for the arts and diverse range of cultural tastes.”
Davina Barker, sales director at DCM, added: “Cinema offers a powerful environment to land key brand messaging and Spotify is maximising this with the creation of contextually relevant bespoke content. This campaign is a clever use of our medium and it will no doubt engage and build affinity amongst young upmarket Picturehouse cinemagoers."