Idris Elba Is an Armchair Hero in Sky Cinema’s Action Packed Spot

Until now, subscription channel Sky Cinema has brought movies to its viewers. Now they’re offering viewers the chance to go to the movies, with two free tickets every month to Vue cinema. To promote the deal, Sky is launching a dynamic new film, produced by Birth Productions, which breaks the fourth wall, sending the audience on a cinematic adventure through the streets with Idris Elba. Continuing Idris’s longstanding association with Sky Cinema, the 360º ATL campaign covered TV, BVOD, cinema, OOH, VOD, digital, social, radio, influencer, PR/press, email, SMS, push, PPC and retail. Existing Sky Cinema customers can claim their two Vue cinema codes in the MySky app which can be downloaded via the App Store or Google Play, and anyone wanting to join Sky and claim this unmissable offer, can visit here.

'Your Ticket to the Big Screen' begins with a scenario any Sky Cinema viewer can relate to, as Idris Elba and his nephew settle in to watch a movie. Suddenly, they’re a part of a gripping, action-packed movie themselves, starring Idris, and his nephew as The Sidekick. They’re whisked away in their armchairs, exploding through the glass doors out onto the streets at breakneck speed in an exhilarating scene, akin to the heart-pounding thrill rides we expect from Fast and the Furious. In the adrenaline-filled sequence that follows, the pair race by traffic, fly around corners and down steps, gripping hands Thelma & Louise-style as they veer towards a roadblock before surviving a dramatic explosion, and landing directly in front of a Vue cinema where, thanks to their subscription with Sky Cinema, they have two free tickets. 

Abbey Kickham, Sky Cinema head of marketing commented, “Sky Cinema is now the ultimate go-to-destination for film, with thousands of blockbusters, originals and now free cinema tickets. We wanted to create a campaign that landed the partnership in an exciting, cinematic and unexpected way for our movie loving customers. And it does exactly that, with Idris Elba bursting through a living room window in his armchair and going on a high-octane journey to a Vue cinema, with action movie and car chase tropes a plenty.”

Ceri Sampson, group executive creative director – brand and design added, “A campaign of this size with such an exciting proposition to unpack from two well-known brands was an exciting challenge to our team. At Sky Creative we live and breathe the Sky Cinema brand, and we were able to create a campaign that was in equal parts beautiful, exhilarating and engaging as we brought the partnership to life. At its core, this is about communicating extra value to the Sky customer, but it always helps to have some fun along the way! As ever with any Sky Cinema campaign, this was an incredible collaboration between Sky Creative and our marketing colleagues, as well as the brilliant production partners who helped us make the concept a reality.”

For director Rodrigo Valdes, making the film, and the offer, memorable, meant centring the focus on the action, creating a cinematic experience within itself. The 60’ spot is an homage to some of the most celebrated movies in cinematic history - Italian Job, Ferris Bueller’s Day Off, Back to the Future, Baby Driver - and pays tribute to the most iconic car chases in filmdom… Thanks to the film’s visual language, the audience experiences the speed and thrill of the riveting action, leaving them gripping their seats.  

Produced by Birth Productions, the film will be released on TV and in cinemas on October 9th.