Shaken & Stirred - Influential Brand Profiling and Positioning

“Offering cinemagoers the chance to walk down the yellow brick road”/Tim Richards,Vue Cinemas

In celebration of the upcoming 3D release of OZ THE GREAT AND POWERFUL on 8th March, RealD, the world’s most widely used 3D cinema technology, Vue Cinemas and Walt Disney Pictures have come together in order to drive consumer engagement for the film, by bringing the magic of the movie into the foyer.

Together the partners have created a unique consumer event, installing a one-off, interactive experience at Vue Westfield London which invites audiences into the Land of Oz.

The unique installation combines innovation and technology within a theatrical environment, creating a magical Land of Oz. An interactive screen will be showing exclusive trailer footage and character biographies from the movie. Visitors will also have a chance to find out how to win a holiday to Sydney, Australia by booking tickets online. Lick, a creative and marketing communications agency has spent three months developing this bespoke installation from the creative and design concepts, through to manufacturing.

Tim Richards, CEO of Vue Cinemas, said: “We want our audiences’ visit to the cinema to be the ultimate viewing experience so we will be offering cinemagoers the chance to walk down the yellow brick road, exclusively at Vue Westfield London, and experience the sights and sounds of the Land of Oz.”.”

Olly Blitz, director at Lick Creative said: “We’re delighted to be part of Walt Disney Picture’s launch of OZ THE GREAT AND POWERFUL. The role of communications in movie launches is changing rapidly, not just at theatrical release but across the lifecycle of a movie. We’ve created and designed an innovative event build experience for the moviegoing audience at Westfield with the objective of achieving three things: customer delight, awareness of the impending theatrical launch and next generation retail and entertainment communications.”

Bob Mayson, Managing Director, RealD Europe says: “This initiative is designed to add another layer to the immersive experience of 3D. RealD 3D allows cinemagoers to be drawn further into the fantasy of a movie, and the interactive installation brings the vibrant Land of Oz even closer to the audience.”

Lee Jury, VP of Walt Disney Studios UK & EMEA said: “Disney’s OZ THE GREAT AND POWERFUL is set to be another classic addition to Disney’s catalogue of family entertainment.  By bringing this world to the cinema foyer, cinemagoers can immerse themselves in the film before experiencing this magical world of 3D on the big screen.”

Walt Disney Picture’s OZ THE GREAT AND POWERFUL will be screened at Vue Cinemas from March 8th on RealD’s industry-leading, brightest 3D screens.

*limited numbers available

Leave a Comment