Audience testing and focused groups revealed the vast majority of people were excited and eager to watch a film in IMAX. But when asked whether or not IMAX was worth the increased cost, or better than other formats, responses weren’t so positive.
To overcome this obstacle required our creative teams to develop a branded campaign unlike any other. We knew the campaign had to be simply amazing. That’s how ‘Imagine Amazing’ came into being.
‘Imagine Amazing’ conveys the mystery and magic of filmmaking while also prompting audiences to open their minds (or ‘imagine).