French Cinema Chain Uses Clever Editing in Advertising

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French cinema chain Gaumont has a very slick and clever advertising campaign running at the moment.

The "story" that unfolds over the course of the ad is self-explanatory, but it is the masterful combining of the on screen imagery with the carefully chosen snippets from well known films that makes it work so well.

Gaumont's 2018 advertising campaign

The film was shot by French director Xavier Giannoli and is to push Gaumont's CinéPass card.

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One Response to French Cinema Chain Uses Clever Editing in Advertising

  1. JCV September 29, 2018 at 2:10 am #

    Glad you liked it, I do too.

    Two tidbits: although the cinemas are known as “Gaumont”, they are part of Gaumont-Pathé which, a month ago became… Pathé-Gaumont (turns out Gaumont is focusing on its production arm and the brand itself will probably disappear from the theatres in a few years).

    On the ad itself, it created quite an uproar in France a few days ago (https://www.20minutes.fr/arts-stars/culture/2342779-20180925-video-malaise-genant-publicite-pathe-gaumont-accusee-encourager-harcelement-groupe-repond) because the guy can be perceived as stalking the girl… Typiquement Français, n’est-ce pas ?

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