IMAX's Brand Campaign Puts Itself Front and Center Screen

By: Laura McQuarrie - Sep 11, 2014
References: imax & digiday
There are a lot of movie watchers who settle for streaming films in poor quality on their computers, TVs and mobile devices, but this IMAX campaign reminds that you should never settle for this. An 8-bit image of Forrest Gump appears when you go to visit IMAX's website, and this image is also being rolled out in the form of two full-page print ads to stress viewing top-quality movies.

Although the movies themselves are usually what IMAX promotes, this is the first time that the brand has put itself forward as the star player. Since IMAX rarely advertises outside of the theater, let alone in print, the IMAX Corporation's CMO Eileen Campbell explains that "IMAX is no longer an ingredient brand but rather an experiential brand. In a way, we’re also promoting a subtle anti-piracy message, urging people to think about quality over convenience."