Archer Spotlight (In-Theatre) Welcome Message – Seeking to expand the existing Archer fan base as well as promote the FX Comedy franchise, FX used select independent theatres to further extend reach among M18-34. Challenged with finding a creative and organic way to target this demographic, increase awareness and drive tune in, FX produced a :20 customized Archer in-theatre spot conveying a “turn off your phones and enjoy the show” message in a way that only the protagonist Sterling Archer could. By securing key placement, this message was the last advertisement movie goers saw prior to coming soon attractions. The execution generated a lot of positive buzz and show awareness. The fourth season of Archer achieved all-time ratings highs, posting gains of +44% in A18-34 and +36% in A18-49.