CDP has created an integrated campaign for the launch of Europe’s
largest IMAX cinema in London’s Waterloo.
The joint venture between Ogden Entertainment Corporation and the
British Film Institute - reportedly costing pounds 20 million - will be
backed by a poster and radio campaign breaking on 1 May. A direct-mail
campaign will also target schools.
The campaign uses the line, ’mind trip cinema’, and features a human
brain interacting in environments where most human beings would not
normally venture - including outer space and shark-invested waters.
Clare Griffiths, board account director on the business at CDP, said:
’When you are sat in the cinema, you have no peripheral vision. This
means you really do feel part of the movie itself. The campaign had to
create a positioning that reflected the mind-blowing reality of the
The screen at the 485-seat cinema will be more than 20 metres high and
26 metres wide. All the images are shot on film that is ten times the
size of the usual 35mm, with sound that emanates from speakers the size
of a small car. The films to be screened will be in 2D or 3D and will
have an educational bias.
Another IMAX site is situated in Bradford and a smaller version was
opened in London’s Trocadero some time ago. There are plans for another
ten cinemas over the next few years. Bristol, Birmingham and Belfast are
some of the cities being considered.
The ads were written by Adrian Kemsley and art directed by Sean Toal.
Media planning and buying is through CDP Media.