A Gen Z Safe Space

Creative idea

Cinema Europa, a 90-year-old hall in Bucharest, was nearly dead — playing films for five people, sometimes none. Instead of competing with streaming or malls, Sustin.org, a non-profit, turned it into a safe space for Gen Z and the community. With themed weekends, audience- and volunteer-curated days, cheeky stunts like free tickets for twins, and Row Four reserved for Film Therapy, the cinema became both pop-culture brand and mental health hub. In seven months, it drew 30,000 spectators and built Romania’s biggest cinema Instagram, surpassing multiplexes in followers and engagement.

Brand name: Cinema Europa
Advertiser / client: Asociatia Sustin.Org
Product / service: Cinema Europa
Campaign name: Revive Cinema Europa
Agency network: INDEPENDENT AGENCY
Agency: Asociatia Sustin.Org
Web address: https://cinemaeuropa.ro/