| Date | |
|---|---|
| Author | Mia Blakeney |
In a cinema-first, The Royal Air Force (RAF) has launched a 3D Anamorphic ident in Cineworld theatres across the UK, created as a part of the brand’s ongoing sponsorship of Thrill Seekers at Cineworld. Cinemagoers will experience the illusion of a 3D fighter jet soaring out of the screen overhead during the RAF production, all without the need for 3D glasses. The illusion is created by slowly darkening the outer frame of the screen, changing the perspective to produce the optical illusion of a 3D image.
The campaign was brokered by OmniGOV at MG OMD and Digital Cinema Media (DCM), with DCM’s creative arm, DCM Studios, joining forces with 3Rock Global to deliver the Thrill Seekers anamorphic ident, which depicts cinema audiences immersed by the power and speed of the action, with the reflection of the audience placed in the cockpit of a plane as it rips through clouds. The action culminates in the reveal of the anamorphic plane bursting out of the screen – it’s scored with Dolby Atmos immersive sound to position audio effectively around the theatre and heighten its impact.
Unlike other anamorphic campaigns, cinema’s unique environment ensures the 3D perspective is visible to the entire audience, with each seat positioned to experience the full effect of the plane flying overhead. As a result, any standard cinema screen can take advantage of the technique.
The campaign will run across all major releases exclusively at Cineworld from the 9 September until the end of the year. To accompany the ident, The RAF’s Thrill Seekers Film Season, a curated film series that showcases some of cinema’s most-loved action films, returns with Bad Boys 2, Die Hard 2, The Bourne Supremacy, and Aliens.
The RAF is a long-time advertiser in cinema, having previously launched an interactive 4DX ident using seat movement, surround sound and active scents to transport viewers into the action. Through its latest anamorphic campaign, The RAF enters its third year partnering with DCM, continuing to build on the immersive capabilities offered by the cinema medium.
Jeremy Kolesar, Creative Director, DCM Studios commented: “For over two years, the RAF has harnessed the full AV power of cinema to great effect, pushing its technological capabilities to showcase the excitement and passion found in a career with the forces. This collaboration has now reached a milestone with the launch of cinema’s first anamorphic campaign, connecting with audiences in a new way. It sets an exciting precedent for the medium and demonstrates the powerful opportunities available for brands.”
Wing Commander Tracey Broome, Recruitment & Selection, RAF added: This dynamic, innovative film provides our target audiences with a brief snapshot of an exciting career and the insight of the key professions that make up the Royal Air Force.”
Dan Gibson, Investment Director, OmniGOV at MG OMD added: “RAF has been a driving force in cinema over the past few years, consistently pushing the boundaries of innovation through its pioneering partnership with Cineworld. This exciting new format promises to captivate audiences, setting a new standard for cinematic experiences”