The Art Gallery of Ontario (AGO) had a unique opportunity with Guillermo del Toro: At Home with Monsters. Through the exhibit, it could reach not only traditional gallery-goers, but also fans of the filmmaker who might not visit the AGO otherwise. Cundari built a media plan that was cinema-oriented, with spots in TIFF and Cineplex locations, wild postings, subway platform posters and a streetcar wrap. The team also set up an interactive booth at Fan Expo, and negotiated partnerships with comic book stores in the GTA to produce promotional posters. The media buy also included ads at every horror and sci-fi movie screening in Toronto, as well as sponsorships of the Little Terrors and After Dark Film Festivals.