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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3 Responses to French Cinema Chain Uses Clever Editing in Advertising

  1. JCV Sep 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 ?

  2. Lucian Hodoboc Nov 14, 2018 at 9:22 am #

    I don’t speak French too well, so I didn’t find the story self-explanatory. In fact, I’m not exactly sure if I understood it at all. Did he keep coming to the cinema in hopes of seeing some random girl whom he never had the courage to even approach?

  3. Michele Neylon Nov 14, 2018 at 9:25 am #

    Well he does approach her eventually ..

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