90 Minutes of Air Conditioning
Award: Wood Pencil
Wood Pencil / Direct / Events / 2023
Every summer, New Yorkers are notorious for going to any movie just for the air conditioning. Midea made a movie that it knew would lure New Yorkers into cinemas to escape the heat: 90 Minutes of Air Conditioning. The feature-length film simply showed one epic shot of the Midea U AC blowing for 90 minutes, playing in an ice-cold Manhattan movie theatre. It was promoted like any other summer film, taking over the marquee outside the cinema, and New Yorkers flocked to it. The premiere, as well as the audience reactions, were captured and spread to millions of New Yorkers on social media.
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