The Rugby World Cup was the perfect opportunity for the RFU to try and get former rugby players back into the game. What better place to position advertisements to this audience than the impactful environment of the cinema?...

To tempt former players of rugby back into the game by reminding them what they are missing

To screen some of the Rugby World Cup games for free at ODEON sites across the country with Go Play content screened before each game and supporting leaflets in cinema foyers

For the final between England and South Africa, 85% of admissions were reached!

There were 476 screenings that obtained a total of approximately 95,200 admissions - at 200 per screening. What with the unmatched comfort of the cinema, the Dolby Surround Sound and the impact of the big screen, it was the next best thing to seeing the match live. This activity demonstrates how cinemas can showcase more than just films and still attract large audiences who really enjoy the whole experience