Imax is launching what is considered the first campaign aimed directly at consumers. The $5 million campaign by the Montreal-based agency Sid Lee highlights the immersive experience of the famously large screens by suggesting that viewers become one with the content. Headlines say, for instance, "Watch superheroes or become one." The campaign shifts the focus of Imax promotion from one of a technology marvel to an emotional consumer experience, says Imax CEO Richard Gelfond.

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