DixonBaxi London

ABOUT

The Brief
IMAX is famous for meticulously crafted, perfectly presented Hollywood movies to the biggest and most discerning movie fans in the world. When it came to developing a brand for our new sub-brand, IMAX Live, the brief was to create a genre defining experiential sub-brand that captures the unpredictable nature of live events whilst forcing people who don’t go to movie theatres to re-appraise what a theatre is.

In short, this is not the IMAX you know.

Concept
Our design was informed by a very simple principle: Whilst our trademark obsession to quality and craft remains the same, IMAX Live is the opposite of IMAX. Where IMAX is the result of years of meticulous planning, IMAX Live captures fleeting moments of magic that are unfiltered and unpredictable.

The manifestation of this is the use of a hero color – orange – that is literally the IMAX blue inverted and a radically different logo mark but one that is born out of our history and 1.43:1 aspect ratio. This logo mark is the linchpin of our design system, offering a window into a world of raw originality and uncompromising vision that has the power to transform theatres into concert venues, lecture halls and stadiums.

*Results*

Kanye West’s Donda 2 22 22
Show was announced and tickets were put on sale 48 hours before concert leading to:
- 86% seat utilization
- 47 sold out theatres out of 60 total

Brandi Carlile: In the Canyon Haze, Live from Laurel Canyon
For a one night only weekday live event, the results were:
- 38 total locations with sell outs
- 16,028 total seats sold
- 62% seat utilization average across locations which is normally between 10% - 30% during the weekday

Creed III
- 48 Theatres in US/Canada
- 68% Avg. Capacity which is normally between 10%-30% during the weekday
- 23 theatres sold out

MADEIT CREDITS

Project featured: on 10th October 2023

IMAX Live - Branding

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