Marketing Chronicles

I recently walked into the Regal LA Live cinema and discovered what might be one of the most underrated, under-reported, and brilliant micro-strategies happening in entertainment spaces today. And no, it wasn’t on the screen. It was right there, inside the women’s restroom.

Women can spend approximately 10 minutes in the restroom—whether it’s adjusting their outfit, refreshing their makeup, or, more recently… taking selfies. Crazy? Maybe. But also… a total marketing opportunity.

Regal LA Live has tapped into this little moment of pause and turned their restroom space into an unexpected character moment. With mirrors wrapped in ornate, fairytale-style frames and overlays that place your reflection inside Snow White’s or the Evil Queen’s costume, it becomes a playful, interactive spot to snap a selfie. No fancy backdrops, no elaborate sets—just clever mirror illusions that let you momentarily step into the story. It’s subtle, it’s fun, and it’s absolutely made for a quick “wait, take a picture of me” moment.

In a recent study, Samsung found that the average millennial spends about five hours a week taking selfies—and public mirrors (especially cute ones) are a prime location. Now combine that with the emotional halo of going to the movies, the energy of being out in LA, and voilà—Regal just hacked a hyper-shareable, female-first brand moment. All within the walls of the restroom.

This little corner of the theater lets little girls and grown women step into their own story—if only for a snap or two. It’s nostalgic. It’s playful. And it lets every guest live out her own “mirror mirror on the wall” moment.

It may have been Snow White on the marquee, but it was this design choice—subtle, smart, and totally unbothered by the controversy—that stole the show.

We’re not here to talk about the movie (though that deserves its own post 👀). We’re here to give flowers to the strategy that probably made your significant other wait longer than expected while you got just the right angle in the mirror.

So here’s to finding princess-worthy campaigns in the most unexpected corners.