Marketing the Mac Pro at cinemas is an odd choice, because it means Apple is advertising a niche superuser product to the general public. Looking at the factor of income alone, the majority of movie-goers do not have the funds to dedicate to a machine that is going to have an average price around the $5000 mark.
So why advertise it at highly-concentrated consumer locations?
I have to assume it is for the same reason they bothered revolutionising the Mac Pro in the first place. It’s a propaganda play, punctuated by Schiller’s “can’t innovate anymore my ass” joke at WWDC. With the press presenting Apple as being obsolete, the company has retaliated in the best way possible: announcing a forward-thinking product.
For whatever reason, Apple is yet to release any other ‘innovations’ this year. New products are imminent, of course. But, in the meantime, with an absence of new consumer products to show off, Apple has no choice but to use the Mac Pro as a ‘trophy’ of its supremacy, even if it isn’t as closely-tuned to Apple’s main audiences as it would like.