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| Author | Zoe Aresti |
OREO and Digital Cinema Media (DCM) have partnered to deliver an action-packed immersive cinematic experience to celebrate the launch of upcoming movie, The Batman, which stars Robert Pattinson in the dual role of Gotham City’s vigilante detective and his alter ego, reclusive billionaire Bruce Wayne.
The deal was brokered by The Story Lab together with DCM, and creatively directed and delivered by elevenfiftyfive, as part of a wider brand collaboration between OREO and Warner Bros.
Across three days from Friday 4 March, a full takeover is being staged of the RIO Cinema in Dalston, which will be renamed to the OREO Cinema for the weekend. For the first time ever, the cinema’s iconic external signage will also be totally transformed.
Once inside the venue, guests will be ushered into a world of suspense and unexpected surprises as they are presented with a ‘who dunnit’ type crime scene, with every audience member suddenly a suspect. Guests will be encouraged to combine forces with playful actors, including OREO delegates and Gotham City’s Police Force, to unravel a series of clues and challenges and solve an exciting mystery.
The impressive full OREO takeover of the cinema will be full of photo opportunities. There will be an OREO ticket kiosk, a full set design including branded vinyls covering all walls and a selection of specially curated OREO-inspired snacks, including ‘OREO x The Batman’ embossed cookies.
Across the weekend, all screenings at the cinema will be solely dedicated to showing The Batman, with a grand finale immersive theatrical experience in-screen before the film.
Rafael Espesani, OREO Senior Brand Manager, said: “Bringing two such loved icons of OREO and Batman together has been a unique experience so far and we now can’t wait for fans to enjoy an exhilarating immersive event as they get their first look at one of the most anticipated films of 2022. From tantalising their tastebuds with our OREO-inspired creations to solving riddles and more, the screenings are sure to be a truly unforgettable one.”
Lawrence Tapper, Warner Bros. UK, Director of Commercial and Marketing Partnerships, said: “In an unprecedented year for Batman, this partnership exemplifies the creative excellence our characters inspire. OREO is a fantastic partner and this imaginative execution captures both their playful tone and the grit of our iconic superhero.”
Jeremy Kolesar, Creative Director – DCM Studios, Digital Cinema Media, commented: “We’re thrilled to be working with OREO to transport audiences into an alternate world in this fun, immersive and memorable campaign that truly maximises engaging cinemagoers in the unique cinema space.”
Denia Souli-Vounisiou, Client Partner, The Story Lab, added: “Our task was to drive fame and talkability for this iconic collaboration between OREO and The Batman beyond a standard media partnership and what better way to do this than by taking cinematic experiences to the next level by partnering with DCM and elevenfiftyfive to deliver a fully immersive theatrical experience.”
David Kapur - Director – elevenfiftyfive, added: “Enjoying Oreo cookies is a natural part of many film experiences but we wanted to blow this up into something special. In collaboration with DCM, we also needed a playful way to bring in the world of The Batman. Our solution was to drive PR by renaming an iconic cinema and then create engagement with a multi-layered "who done it" including the use of set design, actors & of course exclusive Oreo creations.”
The Batman is released in cinemas nationwide by Warner Bros. on 4 March.
Buy tickets: https://riocinema.org.uk/RioCinema.dll/WhatsOn?Film=14375080