September 8, 2014—Take a look at the New York Times or the Los Angeles Times from Friday, and you’re going to be greeted with a full-sized, two-page ad for IMAX featuring a pixelated animated image of Tom Hanks from the film Forrest Gump. The spread is part of a new campaign — the largest yet by the company — to market IMAX as its own brand. Shorthand for “Image Maximum,” IMAX is a giant screen, high-resolution film format. The occasional blockbuster, like Dark Knight or The Hobbit, will be converted to play on IMAX screens as a promotion for that film. But this is the first time IMAX is promoting itself as the star brand. Read the full article about the IMAX branding campaign at Digiday.com here.
