is an inspiring film with a focus on the beauty and importance
of diversity in the US, and Challenger Learning Center wanted to do the
same on a local level. Tallahassee, Florida, is home to a strong arts
community, so the big idea behind CLC’s launch for America’s Musical Journey
was to showcase the diverse culture and innovation that are alive in its very
IMAX and Warner Bros. (WB) joined
forces to develop a strategy including creative development, publicity,
digital, exhibition, and more to reposition pandas as not just cute and cuddly
animals, but as endangered animals who need our help. Infusing levity and a
sense of wonder throughout the marketing campaign, IMAX and WB also reinforced
the consumer value proposition: IMAX brings people together through
extraordinary experiences. Narrator Kristen Bell was front and center for important appearances and interviews with numerous outlets, but as the GSCA Achievement Award judges noted, even with major stars, it’s not easy to get that kind of coverage without a lot of work.
When IMAX Melbourne General Manager Richard Morrison and PR
& Brand Manager Kate Piasecka met with acclaimed director Drew Fellman to
discuss his latest project, a film about pandas, at the September 2017 GSCA conference in Chicago, they knew the film would be a hit with their audiences. Melbourne’s GSCA award-winning Big Idea was to partner
with a Chinese airline and negotiate a partnership package, which would enable
Melbourne to reduce costs, provide one Melbourne family with the trip of a
lifetime to Chengdu, China, and would also benefit the airline partner.
On May 22, 2018, IMAX
Melbourne Museum turned 20. To celebrate, they launched a year-long integrated
brand and publicity campaign that focused on a tip
shared during the 2017 GSCA Marketing Symposium: the importance of engaging
with and acknowledging your core audience, your “one percenters.” Plus, they threw a huge party. Winner of the GSCA 2018 Best Theater Marketing Campaign, Melbourne's #20YearsOfIMAX suite of eye-catching assets is bold, creative and has cut through in all markets.
Winner of the 2018 GSCA Achievement Award for Best Film Launch by a Theater, IMAX Victoria in the Royal BC Museum launched America's Musical Journey with a flash—a flash mob, that is.
outreach to local dance groups, music schools, stores and venues, this theater
created buzz by hosting four special opening screenings featuring an appearance
by the film’s star, Aloe Blacc, and a special off-site concert featuring Blacc,
where the only way to get tickets was by winning them in contests. Local dance
groups delighted audiences with a flash mob during these special screenings.
In deciding how to re-launch their theatre after an
IMAX with Laser conversion, the creative team at Montreal Science Centre IMAX Telus Theatre realized that a new film would be
the perfect way to generate awareness. Promoting them together, especially given
the limited marketing budget, would improve campaign efficiency and generate
strong interest in both the theatre and the new film. After closing for six
weeks to complete the upgrade, Montreal Science Centre reopened the IMAX Telus
Theatre with the new IMAX with Laser in February of 2017, with the MacGillivray
Freeman film America Wild: National Parks
In 2017, the Denver Museum of Nature & Science Phipps
IMAX Theater (DMNS) made the star of their Extreme
3D marketing campaign an object instead of a person—move over, Sean
Casey. The Tornado Intercept Vehicle (TIV) rolled up to the museum to much
fanfare and was positioned in front of the Museum for three weeks.
In 2016, the IMAX Melbourne theater rolled out an integrated
marketing campaign featuring former NASA Astronaut Marsha Ivins to promote their
release of A Beautiful Planet 3D.
The campaign, which won a the GSCA award for Best Film Launch by a Theater, resulted in their most successful three-month period for a
documentary film in three and a half years.
Part of the promotional campaign that TELUS World of Science–Edmonton (TWOSE) developed for the launch of MacGillivray Freeman’s Humpback Whales was frequent posts in their social media channels.
The Museum of Science #findthepanda twitter campaign created buzz in Boston to promote the National Geographic film Pandas: The Journey Home.