Astellas Pharma US, Inc. just launched a fun cinema advertising campaign in NCM’s FirstLook for MYRBETRIQ® (mirabegron) – a treatment for overactive bladder, or OAB. It marks the first time ever in the U.S. that a pharmaceutical brand is advertising at the movies.

In addition to running its new MYRBETRIQ television spot on the big screen, Astellas has also incorporated an offer for a free download of the RunPee app — a movie-viewing app that tells you the best time to “run and pee” without missing the best scenes — into their cinema campaign. It is the perfect way to feature the campaign’s message in the movie theater environment, as it encourages individuals to stop letting OAB disrupt their activities and to speak with a health care professional about their condition. This campaign encourages those who experience OAB symptoms to enjoy the movies this summer and download the app to determine the best time to use the restroom during movies if needed.


The campaign also marks the first time a brand has bought cinema by film genre. In order to best reach their target audience of women 45+, Astellas and its agencies, [d]theory and Pathway, worked with NCM to select film genres favored by that demographic according to Nielsen data. The MYRBETRIQ campaign will run in FirstLook in front of such films as:

  • Blended
  • A Million Ways to Die in the West
  • The Fault in our Stars
  • Jersey Boys
  • Think Like a Man Too
  • Tammy

For more information about MYRBETRIQ, click here. To download RunPee free for a limited time as part of this campaign, visit


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