The Projector gets 'unhinged' in quirky Valentine's Day social post

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Local independent cinema The Projector is putting the spotlight on selected film screenings that it has for Valentine’s Day with a quirky social media activation that celebrates dating apps.

Titled ‘An UnHinged Valentine’s', the campaign puns the name of popular dating platform Hinge and features films such as Midsommar, Casablanca and The Wedding Banquet as user profiles.

Don't miss: Quick stats: Do Singaporean consumers really care about Valentine's Day?

For the horror film Midsommar, which revolves around a trip to rural Sweden gone wrong, the profile ironically states that Midsommar really wants to travel and have fun this year.

Similarly, the romantic drama Before Sunrise states that its ideal date is having deep conversations for a whole night and never meeting them again along with a last seen notification for six months ago.

“Would you swipe right on us? Love comes in all genres, just like our Valentine’s films,” said the brand on Instagram.

MARKETING-INTERACTIVE has reached out for more information.

When it comes to Valentine’s Day celebrations, is it mainly celebrated due to love or commercial pressures? Well, in Singapore younger people appear to be somewhat less hostile to Valentine’s Day than older people, with those aged 18 to 24 most likely to say it is an occasion worth celebrating (30%).

However, the overall picture is still one of heavy scepticism across the generations, with the majority still expressing that commercial pressure is the main reason they celebrate the occasion, according to a report by YouGov last year.

It was found that men and women share the same scepticism for the celebration around the world. In all countries and territories, men and women are about as likely as one another to say that Valentine’s Day is celebrated more because of commercial pressure.

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