Pereira O’Dell and Midea Offer New Yorkers a Heat Escape with 90 Minutes of Air Conditioning

During a summer heatwave in New York City last August, following the city’s hottest July on record, independent creative agency Pereira O’Dell teamed up with manufacturing brand Midea to offer New Yorkers an escape from the intense heat with a special screening of '90 Minutes of Air Conditioning.'

The Manhattan premiere at a local favourite East Village cinema consisted of a Warholian 90 minute film featuring Midea's newest product, the 'Midea U' cooling an NYC apartment, with free soda and popcorn, and most importantly - air con - for the cinema goers, who were offered a discount on the Midea AC unit, so that they could bring the air-conditioned movie-watching experience home.

The Observer described the film as: “Today’s Coolest Movie: A 90-Minute Film of an Air Conditioner.”

The film was marketed like an actual film-screening with press in attendance, and following the initial screening, 15 and 60 minute videos ran on the brand's social channels to advertise the film, encouraging New Yorkers to go experience it while it was still 'in theatres.' 

Founder and creative chairman, PJ Pereira says, “The screening meant people could get their body temperature to a reasonable place, check their emails, make a couple phone calls if they want. It’s the same shot for 90 minutes. Nothing else happens.”

Midea USA worked with Pereira O'Dell to bring the brand to the US market for the first time. Following the launch of the film, Midea sold completely out of product in the New York City area.