Promoting the IMAX big screen movie experience in Wisconsin required that we develop a marketing strategy that compared the IMAX experience with conventional theaters. Based on screen size, the IMAX theater experience is far more captivating. We chose outdoor billboards considering their enormous size, reach and overwhelming impact.

Using the current movie, Destiny in Space, as the platform, our simple message compared the two theater formats in a humorous, and effective way that everyone could relate to.

You might say consumer response to the campaign was “out of this world.”