Letterboxd

Timed to coincide with peak film award season, this campaign leverages heightened cultural interest in cinema to drive both app engagement and theater attendance. Built on the insight that modern audiences are active film critics—yet still influenced by whose opinions are seen as most valuable—the strategy positions users as both curators and commentators.

Letterboxd’s “Postmiere” re-release event invites users to vote in-app on films tied to current award nominees, reigniting conversation around past works while increasing platform interaction. Designed as a community-first experience, the campaign incentivizes downloads and registrations through ticket raffles and loyalty integrations, while in-theater activations like the “Blue Carpet” give everyday users a celebrity-style spotlight. By merging digital participation with real-world experiences, the idea drives engagement, boosts ticket sales, and reinforces the message that every perspective on film deserves to be seen, heard, and valued.