IMMERSIVE
Digital Takeovers
Harkins Theatres is the 7th largest movie theatre chain in North America and the largest family-owned theatre chain in the United States. Its rich history spans over 90 years, with Harkins now operating 35 theatres and 487 screens across Arizona, California, Colorado, and Oklahoma. Since ANDERSON’s inception in 2005, the agency has enjoyed a successful partnership with Harkins. So, when Harkins began looking for a dynamic way to promote blockbuster movie releases within their theatres, they turned to ANDERSON for an innovative creative approach.
What We Did
ACCOUNT PLANNING
CREATIVE
SOLUTION
ANDERSON and Harkins Theatres teamed up to create a “Digital Takeover” experience: an immersive way of transforming the entire theatre space—lobby, hallways, and even the surrounding mall—into a vibrant showcase for featured films. The intent is to inform moviegoers about the featured film and generate excitement and engagement in a way only a unique digital experience can.
Here’s how it works: Each month, Harkins shares a list of upcoming movies ideal for immersive promotion and gives ANDERSON sponsored asset “toolkits” from movie studios. These comprehensive packages include trailer files, layered poster art, animation files, brand fonts, and more. ANDERSON then gets to work crafting custom graphics for the theatre’s impressive digital displays:
- Two massive 60-foot-high digital wallscrolls
- An 80” LCD screen in the lobby
- Digital posters lining the hallways
Using layered files, 3D animations, and other visual effects, ANDERSON crafts captivating dynamic content that brings these screens to life. The Digital Takeover transforms static promotions into an enthralling spectacle featuring:
- Synchronized animations across all screens
- Immersive surround sound
- Energetic lighting sequences with shifting colors and patterns
Imagine this as a moviegoer: One moment, you’re surrounded by static promotions for upcoming films. Then, without warning, the entire theatre roars to life. Characters from a single movie burst across every screen, fully immersing you in the world of that movie. But this description hardly does the experience justice. Check out our favorite takeovers for yourself:
ELEMENTAL
MOANA 2
DEADPOOL & WOLVERINE
RESULTS
Digital Takeovers have become a hallmark of Harkins Theatres and are entirely unlike anything other movie chains offer, truly setting Harkins apart from competitors. These immersive experiences have not only enhanced the pre-movie atmosphere but have also become an anticipated feature for film enthusiasts. ANDERSON’s creative approach builds excitement and anticipation for upcoming films, reinforcing Harkins’ reputation as the Ultimate Moviegoing Experience.
