
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.