Chances are pretty good that you've seen When Harry Met Sally -- and even if you haven't, you've almost certainly witnessed that scene. You know: the one where Meg Whatshername shows Billy Whosit that women have an uncanny ability to lie? As it turns out, many people have been known to visit New York's Katz's Deli just to sit at the table where it was shot. That's a pretty good example of movie mania, and Volkswagen hopes to tap into it with an upcoming series of film screenings.
The program is called "See Film Differently", and it's been running in the U.K. for six years. This go-round, Volkswagen is expanding the program with screenings in the U.S.; so far, the list consists of When Harry Met Sally and Ghostbusters, and we'd expect one or two more to be added, possibly in places like Los Angeles. The series kicks off this Saturday with a screening of An American Werewolf in London at one of the sites where it was filmed, ZSL London Zoo.
Although some of the movies on the See Film Differently list are fairly mainstream, they all appeal to film buffs. Even better (from a marketing perspective) is that VW's series of screenings and related events creates a sense of exclusivity that's almost always attractive to consumers. From SeeFilmDifferently.com:
As any film lover knows, there's a lot more to movies than what happens on screen. We've created seefilmdifferently.com to bring together all sorts of exciting content from the world of cinema.
There'll be interviews with actors and directors, inside news on the latest releases and behind the scenes stories from some of your favourite films.
This year we'll be focusing on movie locations, kicking off with a series of exclusive screenings. You'll be able to enjoy some classic movies in the places where they were filmed. And using our location based map, you can discover where many iconic movie scenes were shot. You may have, unknowingly, been 'on set' already...
As sponsorships go, VW could do far worse than connecting with film fans. They tend to be well-educated and more importantly, open to all things foreign (including cars). The program also has a fairly strong social media presence, with a dedicated Facebook page and a Twitter feed. We don't know how much it'll help VW in its quest to become the world's largest automaker, but this seems far more engaging than the current ad campaign for the Jetta.
Oh, just for fun, here's a promo clip for the series. Watch the sound level, or people in the next cubicle might get suspicious: