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| Author | Mia Blakeney |
In a media first, the Royal Air Force (RAF) and Cineworld have partnered to launch ‘Thrill Seekers’ a thematically curated film screening series designed to captivate adventure-loving audiences.
The partnership, brokered by OmniGOV at MG OMD and Digital Cinema Media, supports the RAF’s long-standing recruitment campaign ‘The Force Protecting Space’ alongside bespoke co-branded idents. It will span three-weeks, beginning on 12 March and span across all Cineworld locations in the UK.
The ‘Thrill Seekers’ Film Season is set to bring back some of the most iconic action films of all time to the big screen, immersing audiences in the action. The partnership was conceived and brokered by OmniGOV at MG OMD and Digital Cinema Media (DCM).
Launching on 12 March, this media-first, thematically curated film series will span three action-packed weeks, featuring nearly 300 exclusive film screenings across Cineworld’s entire estate.
Each week, audiences will be treated to a different classic, including Terminator 2: Judgment Day, Inception, and John Wick taking centre stage.
As part of the partnership, the RAF’s Hero 60” recruitment ad, ‘The Force Protecting Space’, will run in the Gold Spot premium position across all screenings. This will be accompanied by a bespoke co-branded ‘Thrill Seeker’ ident, seamlessly integrating the RAF’s message of adventure, challenge and pushing boundaries into the ultimate action film experience.
To amplify the campaign’s reach, Cineworld will roll out a suite of co-branded marketing assets across social media, display, and CRM channels. Additionally, for the first time, Cineworld will introduce exclusive co-branded popcorn bags, available in cinemas throughout March as part of the high-impact promotional effort.
Wg Cdr Tracey Broome, RAF said: “We are delighted to partner with Cineworld in this ground-breaking series, which will showcase our Force Protecting Space recruitment ad alongside some truly legendary action movies. The Royal Air Force offers a wide range of exciting careers with the opportunity for adventure and we believe our ‘Thrill Seekers’ partnership reflects that.”
Tom Morgan, AV Account Manager, OmniGOV said: “Developing this innovative partnership across the past two years has not only allowed us to bring some of cinemas best films back to the big screen, but also to use these films as a platform to drive strong engagement for our core 1634s audience.”
Jeremy Kolesar, Creative Director, DCM Studios added: "Cinema is the ultimate immersive storytelling platform, making it the perfect space for brands like the RAF to engage audiences in a meaningful and memorable way. The 'Thrill Seekers' film season is a fantastic example of innovative brand integration, and we’re proud to be part of this media-first partnership."
Tickets are available now via Cineworld’s website.
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