CREED III
In partnership with MGM / UAR / WB, IMAX brought global fans the anticipated release of Creed III. IMAX marketing plans focused on Michael B. Jordan’s directorial debut of the first Filmed For IMAX sports themed film and the exclusive expanded aspect ratio only IMAX can deliver.
Press Highlights: The Hollywood Reporter, Forbes, Drop the Spotlight
Role: Creative Project Manager
The IMAX campaign included custom key master assets placed across the global IMAX exhibition network and owned channels to drive awareness, ticket sales, and urgency heading into release. In addition to the Brand Burst and IMAX Exclusive Art, the IMAX custom master assets in support of the film include the following:
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1.90:1 IMAX Trailer
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'Filmed for IMAX' in-theatre + digital Featurette
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IMAX Live Premiere Event + Sizzle
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(x2) Custom Integrated AV Spots
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Expanded Aspect Ratio Assets
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“Reasons to IMAX” Piece
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7 Day Countdown Graphic
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Content Day Footage
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Junket Footage
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IMAX Created Social Content
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Key TOS Assets
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Web Banners + Social Covers
IMAX's Creative team created over 500 unique assets to promote this film.
The IMAX behind-the-scenes featurette with Michael B. Jordan was shot with our IMAX digital certified camera at Dodger Stadium and shown exclusively in IMAX theatres with Avatar: The Way of Water’s opening weekend. The featurette debuted on Monday, December 19 as a collab post with Michael B. Jordan which garnered a fantastic 270K views with 4M+ impressions.
Following the online debut, IMAX publicity worked in partnership with our studio partners to amplify the featurette and received editorial coverage from 50+ outlets including BET, Collider, ComingSoon, FirstShowing, GameRant, IGN, IMDb, Just Jared, JoBlo, Movieweb, Showbiz Junkies, UPI and more.
The IMAX Exclusive Artwork debuted on Wednesday, February 8 on Instagram. The post was very well received by IMAX fans and became one of IMAX’s all-time highest-performing Instagram posts with 365K likes and 3M+ impressions. Following the online debut, the IMAX Exclusive Art was placed globally in theatre digital displays, bus shelters, and online placements across our exhibitor network.
The Creed III: IMAX Live Premiere Event took place on Monday, February 27 from the red carpet at the TCL in Hollywood and live-streamed to 48 IMAX Theatres across North America. The event was hosted by JuJu Green aka Straw Hat Goofy and IMAX audiences were treated to exclusive interviews with Michael B. Jordan, Tessa Thompson, Ryan Coogler, Mila Davis-Kent, and more.
Creed III was a knockout, opening to a franchise-best $41.8 million from 75 markets for a global start of $100.4 million. It's the first sports film that was shot with IMAX-certified digital cameras and features 26 minutes of IMAX-exclusive expanded aspect ratio. The IMAX share of the opening gross was a huge $9.6 million globally, including $6.5 million domestically.