You could argue that movies are to pizza what jelly is to peanut butter. The two just seem to go hand-in-hand. So it only makes sense that Pizza Hut would take this notion to the extreme by creating a new cardboard pizza box that turns into a working movie projector powered by a smartphone.
Called the Blockbuster Box, the new cardboard pizza box/movie projector still houses that tiny little pizza table in the center of your pie. Only this time, that little table features a lens that can be inserted into the side of the box after a perforated hole is punched out. Then, you can use Netflix or the printed QR code on the pizza box to play a movie from your smartphone. Place your phone inside the box and the lens magnifies your screen onto a wall. Tada! Welcome to movie night!
Perhaps the most interesting element of this project is the fact that Pizza Hut went beyond creating a cardboard projector to make sure more people are able to enjoy the experience. Four box designs were created, one for a specific genre of movie. Using QR codes, Pizza Hut’s Blockbuster Boxes also provide a free movie to its audience. The Fully Loaded box comes with an action movie, Slice Night for scary movies, Hot & Ready for romance flicks and Anchovy Armageddon for sci-fi.
The initial launch of the Pizza Hut Blockbuster Box is limited to Hong Kong stores at this time and it’s unclear whether or not we’ll ever see this cardboard invention in the States.
This use of specially crafted packaging and print campaign materials is a prime example of how companies and organizations have an opportunity, not only to spark a conversation among their audience, but to create one-of-a-kind experiences that their audience will remember—and talk about—well into the future. Similarly, Play Creative has a passion for inventing dynamic handcrafted print campaigns that engage audiences and lead to measurable results for our clients. Whether we’re creating fully integrated campaigns or unique direct mail pieces, our team is focused on connecting businesses and the audience through print. View our gallery of work to see our expertise in action.