Cinema chain Odeon has altered the signage of its Leicester square outlet to pay tribute to Hollywood great Leonardo DiCaprio as he hopes to hunt down his first ever Best Actor Academy Award.
With the 88th Academy Awards close approaching, Odeon feels DiCaprio's performance in the Revenant warrants his first Academy Award, buying into the popular web meme often showing the actor chasing after the elusive award.
It shared the publicity stunt on Twitter.
— ODEON (@ODEONCinemas) February 23, 2016
The social media activity kicked off #Leodeon.
— ODEON Leicester Sq (@ODEONLSq) February 23, 2016
The stunt was enough to get the brand noticed on social media.
— Zoë Powell (@zoeboeyxx) February 23, 2016
— Danielle Higgins (@Danielle1610) February 23, 2016
— Emma Paul (@emmajaynepaul) February 23, 2016
— Andreas Andreou (@MrAndreasA) February 23, 2016
— Dan Calladine (@dancall) February 23, 2016
The Drum has reached out to Odeon for comment.