Objectives
Our mission was to broaden acceptance of IMAX, lauded for its large-format documentary films on science and aerospace, by the media, the movie industry, and the public. IMAX was now expanding beyond science and producing its first feature film. BR|PR represented the third largest movie exhibitor in North America, Loews Cineplex Entertainment, and one of the theaters we opened for Loews was Sony Theatres Lincoln Square (now AMC) in New York, the first multiplex to feature a state-of-the-art IMAX theater.
Approach
In part, our strategy for growing IMAX’s media coverage and acceptance by the consumer involved educating the mainstream media about IMAX and convincing journalists that it was as valid a film studio as traditional ones. We handled the publicity for the first feature film, collaborating with IMAX to smooth its entry into established filmmaking. We launched campaigns for over a dozen IMAX feature and science films, working with both the IMAX Corporation as well with other production companies making large-format films such as Discovery/BBC.
Results
The Lincoln Square IMAX theater broke attendance records for the 100-year-old company.
Prior to our involvement, IMAX releases were primarily considered by the media and consumers to be institutional films. Our media education and saturation played a significant role in re-defining and enhancing the IMAX brand, accelerating the growth and embrace of IMAX’s large-format films and significantly increasing profits.
Not only did we secure unprecedented placements and high visibility for IMAX’s large format films in the nation’s most important outlets establishing IMAX films as legitimate mainstream releases, but our PR helped attract major studios to IMAX. Companies such as Disney announced agreements to release their most highly-anticipated, live-action films in IMAX.
