Oreo launches ‘immersive’ cinema takeover for The Batman release

Oreo will take over a cinema in East London with an “action-packed immersive cinematic experience” tied in with the new Batman film.

Rio Cinema in Dalston will be renamed OREO cinema, including its external signs, for the three-day opening weekend of The Batman, starring Robert Pattinson in the title role.

Starting today, cinemagoers at the Rio Cinema will be greeted by a whodunnit-style crime scene, as if they are all suspects.

They will all participate in solving the fictional crime alongside actors playing the roles of Oreo delegates and Gotham City’s police force.

The immersive experience will be accompanied by an Oreo-branded ticket kiosk and a full set design including Oreo-inspired snacks, including embossed cookies, and branded vinyls covering the walls.

The cinema will also show The Batman for every screening this weekend.

The deal was brokered by The Story Lab and Digital Cinema Media (DCM) with creative by elevenfiftyfive.

Denia Souli-Vounisiou, client partner, The Story Lab, added: “Our task was to drive fame and talkability for this iconic collaboration between OREO and The Batman beyond a standard media partnership and what better way to do this than by taking cinematic experiences to the next level by partnering with DCM and elevenfiftyfive to deliver a fully immersive theatrical experience.”

The Batman is released in cinemas nationally today.