Empire Entertainment’s guerrilla campaign for new movie causes intrigue

It used a combination of symbols and a QR code plastered across malls, parking spaces and cinemas

Empire Entertainment launched a novel, and cryptic, guerilla campaign for the launch of Sony Pictures’ most recent release ‘Madame Web’.

The distributor used unique symbols and a QR code that was plastered, spray and painted at cinemas and other areas across the region.

“Ditching conventional marketing tactics, Empire Entertainment embarked on an unconventional journey to tease and tantalize moviegoers, igniting curiosity and conversation across the United Arab Emirates and Saudi Arabia,” it said in a statement.

The cryptic icons began appearing across cinema spaces, malls, parking areas, and pop culture conventions, bearing the enigmatic release on February 15th.

Among these symbols lurked a mysterious QR code, inviting the public to scan and uncover more about the imminent revelation of ‘Madame Web.’

The website revealed by the QR code provided cinema showtimes for booking tickets, seamlessly integrating the digital world with the physical realm, amplifying anticipation with every click and swipe.

“From the lady sign to the intricate web patterns, each decal strategically placed around the cities acted as a breadcrumb, guiding curious souls deeper into the captivating world of ‘Madame Web.’”

From Dubai to Riyadh, Kuwait City to Doha, the movie premieres, held on February 13th, served as the stage for Empire Entertainment’s marketing strategy, seamlessly integrating the intrigue of the guerrilla campaign with the excitement of the cinematic experience.

‘Madame Web’ blends elements of mystery, suspense, and supernatural intrigue, and stars Dakota Johnson, Sydney Sweeney, Isabela Merced, and Celeste O’Connor.

The movie has now been released in theatres across the MENA .