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| Author | Zoe Aresti |
ITV has launched an immersive and all-encompassing 4DX cinema ad to promote the popular singing series, The Voice UK, which launches on the channel on Saturday 7 January.
The Voice UK is loved by TV viewing audiences up and down the country and to mark the transition of the show from the BBC to ITV with a brand new series, the broadcaster has collaborated with Cineworld, Goodstuff Communications and Digital Cinema Media to bring a powerful campaign to life on the biggest screen in media.
Introduced from South Korea, 4DX is considered to be the biggest innovation in cinematic technology, stimulating all five senses through high-tech motion seats and special effects such as wind, fog, lightning, bubbles, water, and scents. Available in 2D and 3D formats, 4DX, which is exclusive to Cineworld in the UK, works in perfect synchronicity with the action on screen – creating the most exhilarating cinema experience yet.
The immersive execution incorporates hi-tech motion seats and special effects including water sprays, gusts of air, fog and strobe lighting, which all work in harmony with the action on-screen to immerse audiences and connect them with the drama and emotion of The Voice UK.
The creative at the centre of the activation sees a singer enter the stage to perform to the esteemed coaches, Will. I. Am, Sir Tom Jones, Jennifer Hudson and Gavin Rossdale and, as she adds more energy to her performance through vocals and physical movement, the cinema audience begins to feel every action via the immersive technology.
4DX is currently available exclusively across nine Cineworld cinema sites and the ad has been running over the festive period at 4DX-enabled screens in the UK and will continue into the first week of January 2017, leading up to the launch of the new series on Saturday.
The campaign is running before showings of Rogue One: A Star Wars Story, which had its biggest opening weekend of the year when it was released on 15 December in the UK and has been building on its box office takings ever since to become one of 2016’s biggest films.
Karen Stacey, CEO, Digital Cinema Media said: “This year, we have really pushed the boundaries with what’s possible in our unique environment. Building on our many media firsts this year It gives me great pleasure to announce another innovative 4DX campaign with our partners at ITV, Goodstuff and Cineworld. This creative is made for the big screen and gives a taste of what’s possible in 2017. I couldn’t think of a better way to end 2016 than by launching this exciting new work for ITV.”
Justin Skinner, SVP, Marketing at Cineworld, commented: “Since launching our first 4DX in January 2015, over 150,000 4DX tickets have been sold and cinema-goers across the country have absolutely loved it. We recently opened London’s first 4DX screen in Wandsworth, the ninth Cineworld to have 4DX.
“There’s nothing like 4DX and it’s exclusive to Cineworld in the UK. We want to be the best place to watch a movie, so are always looking at the latest innovations in technology. 4DX allows our customers to become part of the action, giving them even more choice to watch a movie how they want. We’re delighted that ITV have chosen to showcase The Voice UK in 4DX and can’t wait for our customers to see it for themselves in our cinemas!”
Natasha Reddy, ITV, added: “One of our main objectives with launching The Voice on ITV was to make the campaign and all communications around the launch as innovative as possible and we think 4DX has done just that. We're incredibly pleased and excited about being able to give our audiences such a premium and fun experience.