Movies for Mommies is back after a two-year pandemic pause, and is being promoted with a poster campaign by Grey Canada.

The first-ever ad campaign for the group features colourful illustrated posters featuring “baby-fied” movie quotes and references. A baby Scarface features the headline “Say hewwo to my widdle fwiend,” while a baby shark from Jaws is accompanied by the line “We’re going to need a bigger Bjorn.”

“The moment the posters went on the marquee, we watched people stop, look, and smile,” said Robyn Green, owner and founder of Movies for Mommies. “It’s a perfect campaign to engage moms, and we’re thrilled to offer this baby-friendly service that allows new parents to get out and enjoy this summer’s blockbuster films,”

Launched in June 2001, Movies for Mommies presents movie matinees in a baby-friendly environment that offers lower volume, in-theatre change tables, and no angry looks when a baby cries.

“Ryan McNeill who developed the campaign is a dad and it was a program his family had attended when his child was younger,” said Grey’s Ian Westworth, Grey’s senior vice-president, head of planning and effectiveness. “The idea was something he started thinking about before the pandemic, so when theatres began to open up, we reached out to Robyn Green to share the concept and she thought it was the perfect way to relaunch Movies for Mommies.”

The movies stopped screening when Covid hit, but MFM relaunched this summer as restrictions eased and people become more comfortable in close proximity to large groups of strangers.

“Ryan McNeill, who developed the campaign, is a dad and it was a program his family had attended when his child was younger,” said Ian Westworth, Grey’s senior vice-president, head of planning and effectiveness. “The idea was something he started thinking about before the pandemic, so when theatres began to open up, we reached out to Robyn Green to share the concept, and she thought it was the perfect way to relaunch Movies for Mommies.”