TMN creates ‘entertainment emergency’ at TIFF

The network is hoping to boost subscriptions with a stunt to stun film fest attendees in Toronto today.  

The Movie Network has planned a hair-raising stunt at Toronto International Film Festival venues around Toronto today, simulating an ‘entertainment emergency.’

The bits of guerrilla street theatre – which also took place yesterday – involve an ambulance-like vehicle pulling up to different festival venues including Ryerson Theatre (2 pm), Yonge Dundas Square (3 pm), Elgin Theatre (3:30 pm) and Roy Thomson Hall (5:45 pm). A group of actors jump out of a truck and launch into a choreographed routine before handing out TIFF tickets, DVDs, t-shirts, pill-shaped candies and subscription discounts to The Movie Network. Promotional materials direct people to the Movie Network’s contest website, where people can enter to win a trip to Las Vegas.

The stunt is part of the Movie Network’s ‘Highly Addictive’ campaign to promote the new fall series on TMN. This stunt in particular is promoting Dexter and Californication, which both deal with themes of addiction.