Xiaomi Summer drive-in theater
6 july 2020 — 30 july 2020

Let MI See is a drive-in movie theater, a safe format for everyone. Xiaomi's summer project was for fans of the brand and lovers of good cinema.

Goals and tasks:

  • increase brand awareness
  • make the brand stand out from competitors and create an emotional bond with consumers
  • create buzz around the project to increase PR value even with a zero media budget
  • Xiaomi Summer drive-in theater in Moscow.
  • We were the first to open!
  • 6 July - 30 July 2020

Landing page


New in Russia

Russian Premiere (the film was shown a month before its official release)

Russian Premiere

Also on the list:


«Green Book»

«The Specials»

«My Dog Stupid»


«I, Daniel Blake»,

award-winners at the Cannes Film Festival.

Let Mi See was equipped with a projector and screen technologically superior to those in standard cinemas.

The largest car-sharing company, Delimobil, was the auto partner of the project. .

They were one of the first car-sharing services to start working in Moscow. After each viewing, all cars underwent mandatory sanitization.

After registering on the project's website, users got a bonus of 1 000 ruble discount on the purchase of Xiaomi products at Svyaznoy.

Additionally, movie goers got a 10% discount on the purchase of a Xiaomi smartphone.

Visitor reviews

PR results

New Cases