Facing increased competition for moviegoer attention, IMAX needed to own its leadership position in the premium large format space it pioneered. It needed to assert itself as not just a “big screen,” but a full, cinematic experience and creative partner to the filmmaking process.

Our brief: strengthen brand love by creating a pre-movie film that introduces the new tagline, Films to the Fullest, and emotionally primes moviegoers for the incredible, unique IMAX experience.

The film’s audience consists of IMAX loyalists, but also occasional IMAX visitors who decided to spend a little extra for a certain film and IMAX first-timers. Whatever their relationship to IMAX, we need to make it unmistakable that they are in an IMAX experience, and validate the decision to be there.

IMAX "Infinite Worlds" is a cinematic journey through different worlds, immersing audience members in an experience reminiscent of the movies and genres they've come to know and love seeing in IMAX. Within each world, the viewer moves through a literal frame, which opens up into a richer more immersive space, to simulate the roller coaster-like sensation of IMAX's expanded aspect ratio. The piece was designed and written to take full advantage of the greatest theater and sound system in the world by utilizing the large format screen, aspect ratio, the IMAX camera, the expanded color range, and the 12.1 channel precision surround sound.

IMAX in 2018 revealed a brand new visual identity and the “IMAX Frame,” a design system that for viewers, would stand for the IMAX difference: the conceptual boundary between standard cinema experiences vs IMAX taking them beyond these limitations of sound, color, screen size and aspect ratio. Our film reinforces this difference, by creating “frames” within each scene and each time we push beyond them we enter a more visually and sonically stunning IMAX-worthy world.

The film premiered on March 8, 2019 in over 1,300 theaters and 80 countries.

It’s too early in the campaign for us to have results.