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Paramount creates 3D ‘Transformers’ takeover of IMAX

Paramount creates 3D ‘Transformers’ takeover of IMAX
In brief

Paramount Pictures has used Ocean Outdoor’s DeepScreen 3D technique to promote new action film Transformers: Rise of the Beasts.

This is the first time this creative technique using anamorphic 3D and LED lighting has been used at such a scale (a 1,734sqm wrap) and on the BFI IMAX canvas.

Characters Optimus Prime, Bumblebee and Optimus Prime appear to “break through” the walls of IMAX building exterior, revealing a 30mx14m “hole” showing the cinema inside.

The campaign, planned by WPP agencies Kinetic and Wavemaker, went live on Monday and will run for two weeks.

Pearl & Dean takes over ad contract for BFI IMAX

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