David Blecken
Aug 9, 2019

Japan's first IMAX film serves as inventive promotion for a cinema

An ambitious production using the full scale of IMAX technology acts as a promotional vehicle and direct draw for a new Tokyo cinema complex.

The cinema doesn’t often feature in discussions about advertising, but the IMAX format is something quite different. The biggest, Grand Cinema Sunshine, opened in Tokyo’s Ikebukuro area last month.

The launch promotion was a creative undertaking on a comparable scale to the complex itself, which features an 18-metre screen and seats up to 500. Created by Drill, an independent agency in Tokyo, the director Kosai Sekine, and production company Nion, it took the form of...

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