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The Challenge:
Getting Gen Z Off Their Phones—and Into the Cinema
ODEON is one of Europe’s most iconic cinema brands. But with streaming platforms dominating and attention spans shrinking, they faced a new kind of plot twist:
- Reignite excitement for in-theater moviegoing
- Reach Gen Z and younger Millennials who were bypassing traditional ads
- Build a TikTok presence that felt authentic—not corporate
- Make going to the movies feel social, fun, and worth the trip
ODEON partnered with Orchidea to turn their screens into scroll-stopping moments.
The Objectives
- Launch and scale ODEON’s TikTok presence with a strategy that speaks Gen Z
- Produce native, trend-reactive video content at scale
- Increase brand relevance and engagement on TikTok
- Drive cinema attendance through platform-native storytelling
- Amplify releases like Barbie, Oppenheimer, and Spider-Verse with viral creative
The Strategy
We treated ODEON like a content creator—not a cinema chain.
Phase 1: Build the Identity
We developed a distinctive TikTok tone of voice: relatable, quick-witted, and self-aware, with a pinch of fandom energy. Our content was structured around 3 content pillars:
🎬 Trending audio + “memeable” moments
🍿 Cinema lifestyle POVs: “POV: You show up 40 mins early for trailers”
🌈 Fandom reaction content during film launches
We also created a calendar of major film drops, syncing content creation with weekly box office cycles and social trends.
Phase 2: Lights, Camera, Creator Mode
To scale production and stay culturally relevant, we onboarded a network of Gen Z creators to serve as recurring “faces of the feed.” These creators were trained in TikTok-first storytelling—filming lo-fi content in actual ODEON locations and reacting to releases in real time.
🎥 “Rate This Snack Combo” TikToks
🎤 Vox-pop interviews in cinema lobbies
📣 Reaction edits timed to big releases (e.g. Barbieheimer)
Phase 3: Boost with Spark + Community Activation
Top-performing content was boosted with TikTok Spark Ads, while our community team replied to comments in-character, fueling engagement and growing a loyal, meme-loving fanbase.
Creative Highlights
- 🧠 “Movie Personality Test” filters: Which popcorn eater are you?
- 🎀 “Barbiecore” outfit transitions filmed at cinema entrances
- 🎥 Behind-the-scenes reels from ODEON’s own staff
- 🧃 ASMR-style snack prep content (“Satisfying Slushy Pour”)
- 🐸 ODEON x meme collabs using trending audios (e.g. “It’s Morbin’ Time”)
The Impact
ODEON didn’t just show up on TikTok—they became part of the culture.
With a bold voice, creator-led content, and platform-native humor, Orchidea helped ODEON turn every blockbuster into a viral beat—and every cinema visit into a trending moment.
Forget pre-rolls and trailers—this was cinema for the scroll generation.
And for Gen Z? ODEON wasn’t just where you saw the movie. It was the movie.
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