PVR Cinemas, India’s biggest and most exceptional movie exhibitor with a profile of 845 screens in 176 properties running in 71 cities, launched the #OuchTheCouch campaign inviting movie enthusiasts to share videos or pictures, sharing just how much they miss out on seeing films in a theatre. The campaign is designed due to the shut-down of movie theaters as a result of the COVID-19 pandemic. The participants’ entries will be assessed, and the best entries will be compiled right into a movie that would run in PVR cinema when the movie theaters resume and would also feature on its social media pages.
It has been over five months that we suspended our operations due to the outbreak of the virus in our country. Nothing could be more rewarding than to hear the stories of our customers, witness their love, and have them join hands with us in our journey to come back together. We are eagerly looking forward to receiving their entries and are hopeful of them appreciating the idea.– said Mr. Gautam Dutta, CEO, PVR Cinemas
PVR looks forward to getting in touch with its audience through #OuchTheCouch campaign by offering them a platform to share just how much they miss out on the ‘magic of cinema’ and involve them for its crowdsourced movie.
The audience was forced to move to the OTT platform during the lockdown, and it became their favorite pastime. However, the experience of watching movies in a theatre with a big screen and better sound cannot be compared with watching movies sitting at home. The #OuchTheCouch campaign is designed to capture similar feelings in cinema lovers.
Customers need to click a picture or document a video clip of their “Bored of the Couch moment” and post it on their social networks (Facebook, Twitter, or Instagram) with the hashtag #PVR #OuchTheCouch.
Big brands are beginning to understand the power of the crowd and also exactly how it can be utilized to their benefit. Global brands like Pepsi, Heinz, General Motors, Starbucks, and Harley Davidson, are using crowdsourcing as a component of their advertising mix.
Increasingly, we are all living in an era where people want their voice to be heard, and brands are creating campaigns around this reality, said Vidur Vyas, marketing director – foods, PepsiCo India.
Some claim the abundant ground for the growth of crowdsourcing has been against a backdrop of imaginative sleepiness and shortage of suggestions amongst innovative firms. Others feel it is an after-effect of a challenging world with increasing expenses, decreasing earnings and greater stress on advertising, requiring marketing experts to consider even more affordable means of sharing the message. The increasing awareness and growth of digital platforms have made this more feasible.
Like every industry, the entertainment business is gradually looking forward to getting back in the game. The #OuchTheCouch campaign by PVR Cinemas to engage the audience is an exciting move of using crowdsourcing to their advantage.