In a wider marketing ecosystem in which consumer attention is often partial, the power of experience has rightly risen up the marketing agenda. For cinema advertising, the opportunity to make the most of consumers' full attention has never been greater, with innovations in format adding to the marketing moment.

In a new cinema-first, the Royal Air Force (RAF) has launched a 3D anamorphic ident across Cineworld theatres, which is part of the brand’s long-running sponsorship deal with Cineworld theatres. 

Cinemagoers will experience the illusion of a 3D fighter jet soaring out of the screen overhead during the RAF production, all without the need for 3D glasses. The illusion is created by slowly darkening the outer frame of the screen, changing the perspective to produce the optical illusion of a 3D image.

The campaign was brokered by OmniGOV at MG OMD and Digital Cinema Media (DCM), with DCM’s creative arm, DCM Studios, joining forces with 3Rock Global to deliver the Thrill Seekers anamorphic ident. 

The ident features cinema audiences immersed by the power and speed of the action, with the reflection of the audience placed in the cockpit of a plane as it rips through clouds. The action culminates in the anamorphic plane bursting out of the screen.

According to DCM, unlike other anamorphic campaigns, cinema’s unique environment ensures the 3D perspective is visible to the entire audience, with each seat positioned to experience the full effect of the plane flying overhead. As a result, any standard cinema screen can take advantage of the technique.  

The campaign will run across all major releases exclusively at Cineworld until the end of the year. To accompany the ident, The RAF’s Thrill Seekers Film Season, a curated film series that showcases some of cinema’s most-loved action films, returns with Bad Boys 2, Die Hard 2, The Bourne Supremacy, and Aliens.  

Jeremy Kolesar, Creative Director at DCM Studios, explained: “For over two years, the RAF has harnessed the full AV power of cinema to great effect, pushing its technological capabilities to showcase the excitement and passion found in a career with the forces. This collaboration has now reached a milestone with the launch of cinema’s first anamorphic campaign, connecting with audiences in a new way. It sets an exciting precedent for the medium and demonstrates the powerful opportunities available for brands.”  

Wing Commander Tracey Broome, Recruitment & Selection at the RAF, added: This dynamic, innovative film provides our target audiences with a brief snapshot of an exciting career and the insight of the key professions that make up the Royal Air Force.”