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 Jerusalem campaign from National Geographic Studios was designed to provide top-level support for the film and work in tandem with local theater efforts. One key strategy was to create an outreach campaign to the interfaith community in order to minimize any miscommunications as to the film's message. If done properly, this would eliminate negativity and boost the success of the film as these groups become advocates of the film.
Shark attack! As part of the overall marketing strategy for the launch of Great White Shark 3D, the Montreal Science Centre hoped to create a buzz and educate guests that there are, in fact, sharks in Quebec waters.
The Saint Louis Science Center’s OMNIMAX Theater organized a Remembrance Day in honor of the 70th Anniversary of D-Day, with the film D-Day: Normandy 1944 as the centerpiece. In addition to honoring D-Day veterans and all who serve, the event, winner of the GSCA 2014 Achievement Award for Best Film Launch by a Theater, helped to further establish the Science Center as a convener for the community, a place where people come together to learn and share and interact.
The Museum of Discovery and Science in Fort Lauderdale, Florida, reached out to community partners to create two South Pacific cultural events to launch the MacGillivray Freeman Films release Journey to the South Pacific 3D.
The Putnam Museum theater constructed a campaign to launch their conversion from 15/70 IMAX film to 4K digital that kept their audience informed as the conversion took place.
As part of their marketing strategy for the launch of Born to Be Wild 3D, Montréal Science Centre organized a creative mobile promotion to engage their target market and help break through the clutter of a multitude of events in the city that summer.