In the UK, a media first, the Royal Air Force (RAF) has become the first advertiser to partner with Cineworld as the sole sponsor of the cinema chain’s 4DX format. The six-month long deal was brokered by Omnigov, Manning Gottlieb OMD’s specialist media-buying unit for the UK Government, and Digital Cinema Media (DCM).

The campaign, live in cinemas now and running until June 2024, will promote the RAF’s Hero 60” recruitment ad, ‘The Force Protecting Space’, which looks to make people aware of the wide range of professions that can be pursued as a career within the RAF. The ad features stunning visuals including a high-tech control room where a team monitors a potential collision of a satellite and debris in space, it further provides dynamic shots with fighter aircraft that are cinematic in nature.

The spot has been specially adapted into the 4DX format, which is available exclusively across 34 Cineworld cinema sites, and the enhanced version of the ad will run in the Gold Spot premium position across all 4DX enabled screens. The non-4DX ad will run simultaneously across the rest of DCM’s estate.

Cinema is known for some of the best technological advances and advertisers are aware of how premium formats and immersive opportunities can further enhance the overall viewing experience. 4DX however is an innovative technology that truly envelops audiences, giving them an immersive multi-sensory cinematic experience. 4DX incorporates on-screen visuals and surround sound audio with synchronised motion seats and environmental effects such as water, wind, fog, scent and more to enhance the action on screen. It is regularly used by filmmakers, such as “Top Gun: Maverick”, to create a different and new cinematic experience for audiences and has been used selectively by brands in recent years on sole campaigns, but never on such a big scale.

Wing Commander Tracey Broome, RAF Recruitment said “The dynamic, immersive experience of 4DX allows our audiences to consider and be aware of the many exciting career opportunities that are afforded within the Royal Air Force. The advert showcases numerous professions and the advantage of the 4DX experience is that we hope it is a memorable experience. “

Dan Gibson, AV Account Director of Omnigov said: “Since first setting eyes on the brand-new RAF creative, we knew this was a perfect fit for cinema. We knew the cinematic nature of the creative would work perfectly in tandem with 4DX and the journey this would take you on. We are proud to be running such in such an immersive environment with the perfect creative.”

Tom Morgan, AV Account Manager of Omnigov said: “Utilizing 4DX was an easy option when considering the material we were working with. The fast-paced RAF Creative complimented the format and vice versa. We wanted to ensure that the addition of 4DX enhanced the creative, the team did a brilliant job doing this.”

Davina Barker, Sales Director, DCM, added: “Cinema is the most engaging and immersive medium, it is home to the biggest screens, innovative technology and the highest quality sound systems, making it the ultimate place for advertisers to showcase their creative. This partnership demonstrates the versatility of cinema, with the RAF using 4DX to elevate brand interaction and targeted audience engagement through a unique and striking cinema campaign.”

The partnership is supported by co-branding across all 4DX promotional touchpoints, including a bespoke sponsorship ident that will run ahead of relevant 16-34 audience focused titles across the entirety of the partnership, starting with “Napoleon” and “Aquaman: The Lost Kingdom”, as well as Cineworld’s marketing collateral, including website, CRM and social media.

An immersive activation will also take place in February which will see Royal Air Force personnel invited to a 4DX screening to experience the ad and a film of their choice, with DCM’s creative arm, DCM Studios, capturing content of the uniformed RAF staff watching and reacting to the ad, interspersed with interviews and comments about the partnership and their experience. This content will run across Cineworld’s social channels to raise awareness of and drive engagement for the sponsorship.

DCM is the market leader in UK cinema advertising, working with exhibitors including Cineworld, ODEON, Picturehouse, Vue and over 160 leading independent cinemas.

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% of the cinema advertising market through exhibitors including Cineworld, ODEON, Vue, Picturehouse Cinemas, Reel Cinemas, The Light 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, improved sound, and picture quality.