CDP launches Europe’s largest IMAX cinema

CDP has created an integrated campaign for the launch of Europe’s largest IMAX cinema in London’s Waterloo.

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.

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