IMAX: #IMAXisBelieving College Program

IMAX, the world’s most innovative movie-going experience, wanted to increase brand awareness, develop fun and educational content, and entice Millennials to choose the IMAX experience over competitors.

Situation YMC developed and executed a nationwide, year-long student brand ambassador program, selecting 8 campuses that were in close proximity to IMAX theaters.


IMAX-sponsored campus events

Fan-of-the-Game opportunity for ticket upgrades

Education on local IMAX offerings and differentiators



Total program impressions


Growth in IMAX ticket sales at theaters local to program campuses


Sellouts of IMAX showtimes before other enhanced-experience and 3D products

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