the challenge

When it opened with the largest 3D screen in Boston, the Simons IMAX Theatre faced competition from 3 other IMAX theatres within just fifty miles. Furthermore, the theatre opened in December, an intensely competitive entertainment season. Lets add one more hurdle: Big Dig construction made it extremely difficult even to get to the theatre. Yet, the results of our launch are as eye-opening as seeing a 6-story high 3D image.

the results

• Theatre launch helps the New England Aquarium become the #1 visited attraction in Boston for the first time in history
• Simons IMAX Theatre among the top 5 IMAX theatres in the US for revenue and top 10 in world
• Met highly aggressive corporate goals while spending less on marketing than most IMAX theatres
• A finalist for the most successful IMAX launch worldwide, the campaign is now featured as training case study for IMAX corporation