Bad marketing ideas

This morning I strolled around the block and came face to face with this:

Interesting, I thought, Peroni has built a cheap, plastic pop-up cinema. How lovely. Strange they’ve chosen the ugliest, most traffic-riddled junction in London on which to do it, but hey ho.

Cinema Peroni though – that sounds a bit like Cinema Paradiso. They must be showing some really interesting films. Oh no, they’re showing one film on a loop, which appears to be an advert for Peroni.

Now I know the advertising world is struggling to adapt to the changing media landscape and marketers are having to think of increasingly inventive ways to make us buy stuff, but really, whose crap idea was this?