The internet is changing the way we watch movies, and theater chains across the country are feeling the squeeze. To stay relevant, IMAX has made a smart move – they’ve rebranded themselves as a place for people who don’t just like movies, but love them.
Online media streaming has reached 388% year-on-year growth; that’s the result of a seismic shift in the industry. The masses are, in short, moving on from traditional theaters. For IMAX, that’s not a problem, because the future of its brand lies in the hardcore movie-lovers. The casual viewers don’t interest them anymore.
IMAX wants those people who can’t get enough of the movies; people who crave the awesome power of a hundred-foot screen and a multi-million-dollar surround sound system that shakes the roof. These are the ones willing to pay top dollar to not just watch a movie but experience it.
IMAX’s new ad campaign is aimed at securing that target market by becoming the brand that loves movies. Their campaign is centered around the tagline “I feel movies, I live movies, I love movies, IMAX movies.” Its goal is to turn “IMAX” into a synonym for the love of movies. They want to connect with their audience on an emotional level, and say “hey, you love movies? So do I.”
Their newest commercial puts their money where their mouth is. It’s the first commercial ever shot all on IMAX cameras. Mistress, the creative agency behind the brand film, calls it “an epic love letter to the medium of movies.” They didn’t go cheap, either – many of the cameras and sets had to be borrowed from Hollywood productions, where they’re currently in use for next summer’s blockbusters.
What this campaign does so well is broadened and redefine IMAX as a player in the industry. It reaches past simply drumming up demand for tickets, and lays the foundations for a brand identity and relationship with their target market that’s based on shared values.
When thinking about advertising techniques for your brand, keep strategies like IMAX’s in mind – as the marketing world continues to ride the tide of change, investing in a consistent brand is safer than capitalizing on current fads. Focusing on what really makes you special, and finding a demographic to share that with. That’s what’s at the core of every great brand.
Let’s do #BRAIN_DING
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