Walt Disney Pictures has collaborated with Vue Cinemas to celebrate the forthcoming release of ‘OZ the Great and Powerful’ on 8 March, driving consumer engagement for the film by bringing its magic into the foyer of Vue’s Westfield London branch.
The one-off installation, designed by creative and marketing communications agency Lick, invites audiences into the Land of Oz combining innovation and technology to create the magical world. The bespoke design features an interactive screen showing exclusive footage and character biographies from the movie.
Of the installation, CEO of Vue Cinemas Tim Richards, said: “We want our audiences’ visit to the cinema to be the ultimate viewing experience so we will be offering cinemagoers the chance to walk down the yellow brick road, exclusively at Vue Westfield London, and experience the sights and sounds of the Land of Oz.”
Bob Mayson, managing director of RealD Europe, who was involved with the 3D element of the film, commented: “This initiative is designed to add another layer to the immersive experience of 3D. RealD 3D allows cinemagoers to be drawn further into the fantasy of a movie, and the interactive installation brings the vibrant Land of Oz even closer to the audience.”
Lick Creative’s director Olly Blitz added: “We’re delighted to be part of Walt Disney Picture’s launch of ‘OZ The Great and Powerful’. The role of communications in movie launches is changing rapidly, not just at theatrical release but across the lifecycle of a movie.
“We’ve created and designed an innovative event build experience for the moviegoing audience at Westfield with the objective of achieving three things: customer delight, awareness of the impending theatrical launch and next generation retail and entertainment communications.”
Visitors will also have the chance to win a holiday to Sydney, Australia by booking tickets to see the film online.