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."
Pixelated Movie Campaigns
IMAX's Brand Campaign Puts Itself Front and Center Screen
Trend Themes
1. High-quality Viewing - The trend of emphasizing high-quality viewing experiences is disrupting the movie streaming industry by promoting the value of top-quality movies and discouraging piracy.
2. Experiential Branding - The trend of transforming brands into experiential entities is disrupting traditional marketing approaches by putting the brand itself as the star player and creating a more immersive connection with consumers.
3. Anti-piracy Messaging - The trend of incorporating anti-piracy messaging into brand campaigns is disrupting the video streaming industry by raising awareness about the importance of supporting legitimate sources and valuing quality over convenience.
Industry Implications
1. Movie Streaming - The movie streaming industry can benefit from embracing the trend of emphasizing high-quality viewing experiences and integrating anti-piracy messaging to differentiate themselves from poor quality streaming options and attract conscious viewers.
2. Marketing and Advertising - The marketing and advertising industry has an opportunity to leverage the trend of experiential branding by helping brands create immersive campaigns that put the brand as the main focus and engage consumers on a deeper level.
3. Video Production and Distribution - The video production and distribution industry can seize the opportunity of the trend of emphasizing high-quality viewing experiences and anti-piracy messaging, by offering top-quality content and promoting legitimate viewing options to combat piracy and attract discerning viewers.