ABOUT

The Brief
IMAX plays 60-70 titles a year across our global Network of 1,700+ theatres across 87 countries and territories. Every year, a handful of titles get selected to be part in our Filmed For IMAX program, which sees IMAX partner with filmmakers from set to screen to create an exclusive experience in IMAX vs Premium Large Formats and Standard theatres.

In order to drive upsell theatre goers from Standard or Premium Large Format to IMAX for Filmed for IMAX titles IMAX developed the ‘Brand Bursts’. The IMAX Brand Burst sees the iconic IMAX logo enter the world of the IP, taking on the look and feel of the IP tying the two intrinsically together.

When executed at an exceptional level of creative and design, the IMAX brand burst unlocks millions of dollars of EARNED media placements at point of sale across the globe, driving significant uplift in IMAX ticket sales across our Filmed For IMAX titles.

Concept
Campaign: Bring the partnership between Director and IMAX on Filmed for IMAX titles to life by fusing IMAX and Film IP through bold and reductive design that achieves high level of stand out in the cluttered in-theatre environment.

Doctor Strange: The multiverse of madness – Place the IMAX logo at the center of the multiverse shattering the different dimensions, showing multiple versions of the IMAX logo, all inspired by textures taken from Dr. Strange: TMOM.

NOPE – Central to NOPE is the idea of holding a mirror up to society in general and, specifically, about people exploiting tragedies for profit. This idea is at the heart of our execution with the IMAX logo at its center.

Antman & the Wasp: Quantumania – Like the movie itself, our brand burst is set in the Quantum realm, with not even the IMAX logo unable to withstand its harsh environment.

*Results*

Overall:
Each of our brand bursts, with less than $200K media budget, achieved 7-figure worth of earned media placement across theatres and booking sites worldwide.

Filmed For IMAX titles outperformed our non-Filmed For IMAX titles by an average of 39% 

Title specific:

Doctor Strange and the Multiverse of Madness  
Our opening weekend outperformed Premium Large Format competitors by 1.35x. Dr. Strange: TMOM was the 5th highest Global IMAX opening ever for a Marvel title and an all-time Top 10 Global IMAX opening Weekend. 

NOPE 
Across it’s run, NOPE indexed 11.7% for U.S. & Canada on less than 1% of territory screens. Opening weekend saw IMAX outperform Premium Large Format competitors by 1.22x across U.S. and Canada and for the 2nd weekend IMAX outperformed Premium Large Format competitors by 1.71x across U.S. and Canada.  

Ant-man and the Wasp: Quantumania  
Achieved a 10% share of domestic Box Office for opening weekend on less than 1% of nationwide screens.  In China IMAX achieved a staggering 21% box office share across opening weekend on less than 1% of nationwide screens. Globally for opening weekend IMAX outperformed Premium Large Format competitors by 1.23x