MOLSON STAGES LIVE PERFORMANCE OF "THE RANT"
By Adnews Staff
Toronto-based Molson Canada is giving movie patrons at the Varsity Cinemas in Toronto a special live performance of its newest "I AM Canadian" advertisement called "The Rant." The live performance will take place tonight between 6:30 p.m. and 9:30 p.m. during the previews prior to the showing of Erin Brockovich. The "spontaneous" live performance will take place in front of scenes appearing on screen. The standard cinema spot features an average Canadian male on stage talking about who he is and what is Canadian, while behind him scenes of Canadian fact and fiction are flashing. The spot ends with the man saying "My name is Joe and I am Canadian." Molson hopes the live performance of the ad will come as a surprise to movie patrons who usually expect to see ads on screen. The filmed spot has been running in Cineplex Odeon theatres for the past two weeks and will hit television screens March 27.