Running at UA cinemas in Hong Kong, the initiative utilises HyperSonic Sound, which has been introduced to Hong Kong by SubMedia Advertising. The new technology enables directional sound generation that broadcasts messages directly to the audience and no place else.
Moviegoers stand directly in front of a speaker via a strategically-placed circle on the floor and are then treated to an eclectic soundtrack of music and comedy.
‘This particular cinema campaign has been designed around the new James Bond movie, apart from the Virgin's watermelon red ambient sound poster, seen and experienced in the lobby, we also have a cinema commercial running prior to the show,” said Chris Kyme, creative partner at Eight.
“Another innovation is having the cinema ushers dressed as Virgin Atlantic flight attendants to greet the patrons on board for the show.”
“The core focus of our latest TVC is to 'Enjoy' and this is also what we desire for the audience to feel before the movie starts,” added Angelina Wong, PR and marketing manager at Virgin Atlantic Airways.
Eight is Virgin Atlantic's strategic and creative partner in Hong Kong, while MEC handles media planning and buying.
“We’re looking to inspire and provoke as we reinforce Virgin's ownership of great in-flight entertainment,” added Kyme.
“Opportunity to continue that tradition,” said Kyme. “We’re looking to inspire and provoke as we reinforce Virgin's ownership of great in-flight entertainment.”
