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 Adventure.

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.

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.