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| Author | Joby Reeves |
Digital Cinema Media (DCM) has unveiled a new cinema campaign for Walt Disney World Resort in Florida, which takes the headline sponsorship of Vue Cinemas’ Mighty Mornings family programme this summer designed to bring the magic of Disney storytelling from screen to real-world experiences at the resort.
As part of this initiative, Walt Disney World is delivering a series of bespoke big-screen branded advertisements, created specifically for family audiences attending Mighty Mornings screenings. These include film-inspired creative tied to upcoming blockbuster releases such as The Mandalorian and Grogu, Toy Story 5, and Moana, running over a three-month period.
The campaign will feature:
- Premium ‘gold spot’ placements ahead of all Mighty Mornings screenings
- Custom branded content inspired by Disney, Pixar, and Lucasfilm storytelling
- A targeted approach to engage family audiences at scale during key cinema moments
A series of bespoke branded opening and closing idents have been created to run across all family titles in Vue cinemas from June through September, aligning Walt Disney World with this summer’s highly anticipated cinema slate.
Vue’s Mighty Mornings initiative offers families the opportunity to enjoy big-screen entertainment at accessible prices, making it a natural platform for Walt Disney World to connect with audiences during a major summer for cinema. With films such as Toy Story 5, Moana, and The Mandalorian and Grogu expected to drive strong box office attendance, the campaign creates a powerful bridge between cinematic storytelling, and the immersive experiences guests can enjoy beyond the screen.
Jeremy Kolesar, Head of Creative at DCM Studios, said: “We’re entering a huge summer for family films, with Disney, Pixar and Lucasfilm leading the way. Walt Disney World recognised a unique opportunity to build on its iconic stories and connect with family audiences in one of the most immersive and culturally impactful environments - the big screen.”
Angelica Costantini, Vice President, Disney Destinations International UK and EMEA, added: “Walt Disney World Resort in Florida is where stories truly come to life, and we’re delighted to team up with DCM this summer to bring our brand to the big screen in an innovative and engaging way for family audiences. This campaign allows us to connect the magic of cinema with the unforgettable experiences guests can enjoy at our resort.”
The Mandalorian and Grogu blasted into UK cinemas last weekend, Toy Story 5 opens June 19, with tickets now on sale and Moana opens July 10.