Looking for a creative way to launch a new film? Two GSCA member museums share tips on using featured talent to launch a giant screen film.

The Denver Museum of Nature & Science made the star of their Extreme Weather 3D marketing campaign an object instead of a person—The Tornado Intercept Vehicle (TIV). The TIV, dropped off by filmmaker Sean Casey, rolled up to the museum to much fanfare and was positioned in front of the museum for three weeks. Maura O’Neal, DMNS’s Communications and Media Relations Manager, shares highlights from the campaign and how their TIV social media campaign garnered the greatest organic reach and engagement of any other post to their page, resulting in the film performing 28 percent stronger than their average IMAX film attendance.

For IMAX Melbourne’s campaign to launch A Beautiful Planet, astronaut Marsha Ivins was interviewed 31 times in 5 days, spoke at multiple special event screenings, met with numerous school children, and more to help promote the film. Kate Piasecka, PR and Brand Manager at IMAX Melbourne, shares how their comprehensive, GSCA award-winning campaign leveraged one of the film’s stars for a total audience reach in excess of 3.4 million people, resulting in multiple sold-out event screenings and box office returns 15 percent above their goal.

This webinar was presented on May 16, 2018, moderated by GSCA staff Tammy Barrett and Kelly Germain.


  • Maura O’Neal, Denver Museum of Nature and Science
  • Kate Piasecka, IMAX Melbourne