The first half of the ad, which was created by Miles Calcraft Briginshaw Duffy with comms strategy by Naked, is a pretend trailer for a forthcoming film called 'Schizo', complete with scary sound effects and fake quotes from reviews.
A door then opens to reveal a man in a homely kitchen talking about being diagnosed with schizophrenia, and how that does not mean he is a "monster" or is unable to live a normal life.
The cinema ad, in activity planned and bought by independent media agency The7stars, ran against 12A, 15 and 18 films, including ‘Date Night', ‘Kick-Ass' and ‘The Ghost'.
The newly released ‘Date Night', starring comedian Tina Fey from 'Saturday Night Live' and '30 Rock', was the most-watched film of the weekend, with an estimated 259,674 impacts.
The 3D action film ‘Clash of the Titans' from Warner Bros continued to perform strongly and was the second most-watched film of the weekend, with an estimated 168,435 impacts. ‘Clash of the Titans' has delivered an estimated 3.1 million impacts since it was released.
‘How to Train Your Dragon' from Dreamworks, the animators behind 'Shrek', has also performed consistently well at the box office since it was released. ‘How to Train Your Dragon' was the third most-watched film and delivered an estimated 164,328 impacts last weekend.
| Box office figures (24&25 April) | |||||||||||||||||||||||||||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Film | Weekend box office total (£) | Weekend impacts | Total box office earnings so far (£) | Impacts so far | |||||||||||||||||||||||||||||||||||||||||||||
| Date Night (20th Fox) | 1,272,405 | 259,673 | 1,272,405 | 259,673 | |||||||||||||||||||||||||||||||||||||||||||||
| Clash of the Titans (Warner) | 985,344 | 168,435 | 18,070,779 | 3,089,021 | |||||||||||||||||||||||||||||||||||||||||||||
| How to Train your Dragon (Paramount) | 821,638 | 164,328 | 14,256,991 | 2,851,397 | |||||||||||||||||||||||||||||||||||||||||||||
| Dear John (Paramount) | 812,287 | 165,773 | 3,576,643 | 729,926 | |||||||||||||||||||||||||||||||||||||||||||||
| Kick-Ass (Universal) | 635,270 | 129,647 | 10,241,210 | 2,090,043 | |||||||||||||||||||||||||||||||||||||||||||||
| The Ghost (Optimum) | 631,032 | 128,781 | 2,047,538 | 417,865 | |||||||||||||||||||||||||||||||||||||||||||||
| It's a Wonderful Afterlife (Icon) | 464,468 | 94,788 | 464,468 | 94,788 | |||||||||||||||||||||||||||||||||||||||||||||
| Nanny McPhee 2 (Universal) | 397,371 | 99,343 | 15,169,311 | 3,792,328 | |||||||||||||||||||||||||||||||||||||||||||||
| Alice and Wonderland (Disney) | 278,855 | 55,771 | 41,915,826 | 8,383,164 | |||||||||||||||||||||||||||||||||||||||||||||
| The Jones (E1 Films) | 247,178 | 50,444 | 247,178 | 50,444 | |||||||||||||||||||||||||||||||||||||||||||||
| Cemetry Junction (Sony) | 202,587 | 41,344 | 1,132,948 | 231,214 | |||||||||||||||||||||||||||||||||||||||||||||
| The Blind Side (Warner) | 131,153 | 26,766 | 5,933,635 | 1,210,946 | |||||||||||||||||||||||||||||||||||||||||||||
| Centurion (Warner) | 114,147 | 23,294 | 114,147 | 23,295 | |||||||||||||||||||||||||||||||||||||||||||||
| Shutter Island (Paramount) | 82,495 | 16,836 | 10,599,763 | 2,163,217 | |||||||||||||||||||||||||||||||||||||||||||||
| Remember Me (E1 Films) | 70,866 | 14,462 | 3,572,119 | 729,004 | |||||||||||||||||||||||||||||||||||||||||||||
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