Case Study: Destination Dolby Cinema

Dolby Cinema
Global Launch Campaign

As Dolby Cinema continued to expand its global footprint into Asian, European and Middle Eastern markets, they needed to develop a launch campaign to inspire and attract new consumers to trial.

The goal was to grow consumer awareness and improve familiarity for Dolby Cinema by focusing on “destination” to shift perception away from a technical ingredient to a place of experience.

Our strategy was to establish Dolby Cinema as a landmark destination by associating it with other famous local and tourist points-of-interest.

The first Dolby Cinema in Japan.

Although originally developed specifically for the Dolby Cinema x TJOY launch in Japan, the concept guided the direction and resulted in the development of a comprehensive, flexible and cost-effective toolkit that could be used with additional global exhibitor partners. Included were SMT, Reel Cinemas, KNCC, Pathé, Kinopolis and Odeon.