Hosted at East London’s RIO Cinema, the three-day Gotham City inspired experience will celebrate the launch of DC Comics’ "The Batman"
OREO and Digital Cinema Media (DCM) have partnered to deliver an action-packed immersive cinematic experience to celebrate the launch of upcoming movie, “The Batman”, which stars Robert Pattinson in the dual role of Gotham City’s vigilante detective and his alter ego, reclusive billionaire Bruce Wayne.
The deal was brokered by The Story Lab together with DCM, and creatively directed and delivered by elevenfiftyfive, as part of a wider brand collaboration between OREO and Warner Bros.
Across three days from Friday 4 March, a full takeover is being staged of the RIO Cinema in Dalston, which will be renamed to the OREO Cinema for the weekend. For the first time ever, the cinema’s iconic external signage will also be totally transformed.
Once inside the venue, guests will be ushered into a world of suspense and unexpected surprises as they are presented with a ‘who dunnit’ type crime scene, with every audience member suddenly a suspect. Guests will be encouraged to combine forces with playful actors, including OREO delegates and Gotham City’s Police Force, to unravel a series of clues and challenges and solve an exciting mystery.
The impressive full OREO takeover of the cinema will be full of photo opportunities. There will be an OREO ticket kiosk, a full set design including branded vinyls covering all walls and a selection of specially curated OREO-inspired snacks, including ‘OREO x The Batman’ embossed cookies.
Across the weekend, all screenings at the cinema will be solely dedicated to showing “The Batman”, with a grand finale immersive theatrical experience in-screen before the film.
Rafael Espesani, OREO Senior Brand Manager, said: “Bringing two such loved icons of OREO and Batman together has been a unique experience so far and we now can’t wait for fans to enjoy an exhilarating immersive event as they get their first look at one of the most anticipated films of 2022. From tantalising their tastebuds with our OREO-inspired creations to solving riddles and more, the screenings are sure to be a truly unforgettable one.”
Lawrence Tapper, Warner Bros. UK, Director of Commercial and Marketing Partnerships, said: “In an unprecedented year for Batman, this partnership exemplifies the creative excellence our characters inspire. OREO is a fantastic partner and this imaginative execution captures both their playful tone and the grit of our iconic superhero.”
Jeremy Kolesar, Creative Director – DCM Studios, Digital Cinema Media, commented: “We’re thrilled to be working with OREO to transport audiences into an alternate world in this fun, immersive and memorable campaign that truly maximises engaging cinemagoers in the unique cinema space.”
Denia Souli-Vounisiou, Client Partner, The Story Lab, added: “Our task was to drive fame and talkability for this iconic collaboration between OREO and “The Batman” beyond a standard media partnership and what better way to do this than by taking cinematic experiences to the next level by partnering with DCM and elevenfiftyfive to deliver a fully immersive theatrical experience.”
David Kapur, Director, elevenfiftyfive, added: “Enjoying Oreo cookies is a natural part of many film experiences but we wanted to blow this up into something special. In collaboration with DCM, we also needed a playful way to bring in the world of The Batman. Our solution was to drive PR by renaming an iconic cinema and then create engagement with a multi-layered "who done it" including the use of set design, actors & of course exclusive Oreo creations.”
“The Batman” is released in cinemas nationwide by Warner Bros. on 4 March, buy tickets: https://riocinema.org.uk/RioCinema.dll/WhatsOn?Film=14375080
About “The Batman”
Warner Bros. Pictures Presents a 6th & Idaho/Dylan Clark Productions Production, a Matt Reeves Film, “The Batman”. The film is set to open in theaters internationally beginning 2 March and nationwide 4 March 2022; it will be distributed worldwide by Warner Bros. Pictures.
About Mondel?z International
Mondel?z International, Inc. (Nasdaq: MDLZ) empowers people to snack right in over 150 countries around the world. With 2021 net revenues of approximately $29 billion, MDLZ is leading the future of snacking with iconic global and local brands such as OREO, belVita and LU biscuits; Cadbury Dairy Milk, Milka and Toblerone chocolate; Sour Patch Kids candy and Trident gum. Mondel?z International is a proud member of the Standard and Poor’s 500, Nasdaq 100 and Dow Jones Sustainability Index. Visit www.mondelezinternational.com
About Digital Cinema Media
Digital Cinema Media (DCM) is the market leader in UK cinema advertising, providing almost 3,500 screens at over 500 sites for advertisers. DCM sells 80.1% of the cinema advertising market through exhibitors including Cineworld, ODEON, Vue, Curzon, Picturehouse Cinemas and many other leading independent cinemas. The power of cinema is its ability to reach and engage audiences with no distractions. The biggest screen, a dark room, the best sound and impactful content means cinemagoers are engaged and ready to be told stories, so brands have an unrivalled opportunity to entertain and connect with them. In the last few years, cinema advertising has also become easier to plan and buy, becoming more flexible and even more affordable, with shorter production lead times and improved sound and picture quality.
Established in 2008, elevenfiftyfive are a fully independent creative marketing and brand partnerships agency with hubs in London & Manchester. Driven by their passion for movies, creativity, and the desire to produce ground-breaking work. You don’t need to be “a film brand” to work with them, but their activity will always have a touch of the "movies!” Their services include Creative, Strategy, Partnerships, Experiential (irl & online), Content Creation, Insights, Influencer Engagement & Tech. elevenfiftyfive are also the creators of MASSIVE & ourscreen.