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Member Center:
Marketing Resource Library

Montreal Goes Wild for IMAX with Laser

Author: Administrator Account/Thursday, June 28, 2018/Categories: Marketing Library

Staying front of mind in a competitive market is always a challenge, but the Montreal Science Centre has quite the challenge. Within a 15-mile radius of the Montreal Science Centre IMAX Telus Theatre, there are 25 megaplex cinemas, with an average of seven screens per megaplex, all offering 3D technology and more than 50 new Hollywood movies per year—with multi-million dollar media buys. In the same 15-mile radius, there are 12 IMAX screens, which all show educational giant screen films and Hollywood films and use IMAX to promote their experience. Needless to say, it’s a challenge for the Montreal Science Centre to differentiate their theater. After market research and surveys, the science center decided to upgrade the existing IMAX system with the new IMAX with Laser experience.


In deciding how to re-launch their theatre after an IMAX with Laser conversion, the creative team 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 Adventure.

Social media, including Facebook Live behind-the-scenes coverage, was extremely beneficial to keeping the public informed of behind-the-scenes activities and building anticipation during the six-week conversion process. Leveraging their own media channels, such as newsletters and indoor signage, was also key, as was a retargeting web campaign to stay top of mind for website visitors. The buzz this generated was significant and demand upon reopening was high.

A broad media mix included television spots and more than 200 bus shelter ads, as well as promotions in other high-attendance cinemas surrounding Montreal. Invitations to schools; brochures distributed throughout Montreal and Quebec; billboards; high-visibility building, washroom, and hallway signage; and even e-mail signatures promoted the new film and immersive cinematic theater experience.

The science center hosted a grand launch event on February 22, 2017, with a special screening for bloggers, journalists, Facebooks fans, and newsletter contest winners. IMAX Corporation Executive Vice President and Chief Quality Officer David Keighley participated to lend authority to the relaunch and to signify how important an event this was. In a city of more than 3.5 million people and a province of more than 8 million, this theatre would be the first to use IMAX with Laser.

The results of the campaign were significant. In a market which was previously declining at a rate of 3 to 5 percent per annum, 10-week box office sales after the dual launch rose to more than 70,000, up 43 percent from the same time period the year before. During the first 3 months of operation, box office revenues were up 11 percent from the same time in the previous year.

 

 

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Tags: MarketingMontreal Science CentreDavid KeighleyIMAX with Laser

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