Planeta Kino faced a challenge: to increase attendance at cinemas in the morning hours on weekdays. The decision to create showtimes for children seems logical. However, young mothers often avoid cinemas, because it is too loud and dark there, and there is a chance of encountering baby haters.

So we created a new product — KinoMama, showtimes especially for mothers with children 0+.

We allowed to enter the hall with a stroller and equipped the space with changing tables. The sound at such showtimes was muffled, and the light was brighter so that the children would not be scared and could even fall asleep.

The only communication channel, apart from virally generated PR, was the Internet — targeted banners and posts in social networks.

In addition to successful business results, we received hundreds of grateful comments from young mothers and numerous publications in the media. And three weeks after the launch of KinoMama, our competitors began to copy us.