Which countries were included in the Star Wars IMAX campaign?

The campaign was coordinated across Mexico, Colombia, Peru, Panama, Ecuador, and Costa Rica.

What role did Cinépolis play in the activation?

In Mexico City, the campaign connected social participation with attendance at Cinépolis theaters through a collectible mini-poster mechanic.

What reach did the campaign achieve?

The regional strategy generated more than 20 million impressions and engagement around the release and the IMAX experience.

Which channels did the strategy combine?

Social content and distribution, the exclusive Facebook premiere of the official trailer, a Cinépolis theater activation, and coordination with PR agencies across six countries.

Star Wars in IMAX: A Social Campaign Across Six Latin American Markets

In 2018, Adyouwish developed the social launch and communications strategy for Star Wars in IMAX across Latin America. The work combined content, paid distribution, an activation with Cinépolis in Mexico City, and coordination with public relations agencies across six markets. The goal was to turn the global scale of the franchise into a regional conversation that moved audiences from social platforms into theaters.

The challenge: one global franchise, six local conversations

Star Wars already had an enormous audience and exceptionally high expectations. The challenge was not to introduce the story, but to build relevance around the IMAX experience and coordinate one consistent message for audiences with different media habits, calendars, and local dynamics.

The campaign covered Mexico, Colombia, Peru, Panama, Ecuador, and Costa Rica. Each market required clear assets, coordinated publishing schedules, and a strong connection between the digital strategy, PR teams, and local exhibitors.

Mexico City: turning social participation into Cinépolis attendance

In Mexico, we worked alongside Cinépolis to connect the digital conversation with the physical theater experience. We developed a social content campaign and a participation mechanic built around collectible Star Wars mini posters.

The mechanic invited audiences to participate on social media and continue the experience at Cinépolis theaters. The mini posters acted as an incentive, a collectible object, and a tangible reminder of the release. The activation turned content into a concrete reason to attend and experience the film in IMAX.

This integration was central to the strategy: social media created anticipation and participation, while the theater delivered the experience and a physical reward connected to the franchise.

Social content built to sustain the launch

The campaign needed to maintain momentum before, during, and after opening. We created a content architecture that gave every stage of the journey a clear role:

Teasers and countdown assets that established the release moment.
Character and scene content focused on the visual impact of the IMAX experience.
Posts explaining the mini-poster mechanic and how to participate.
Reminders connected with Cinépolis locations and screenings.
Reaction and conversation content that extended interest after launch.

The objective was not to publish more. It was to give every asset a precise function: build reach, generate interaction, explain the activation, or drive attendance.

The official trailer, exclusively on Facebook

One of the campaign’s biggest moments was the exclusive presentation of the official trailer through Facebook. Exclusivity concentrated attention, expanded reach, and turned the trailer premiere into a social event of its own.

High-value content was paired with strategic distribution to reach both existing Star Wars fans and audiences interested in film, entertainment, and technology. Comments, reactions, and shares helped the campaign travel beyond IMAX’s established communities.

A regional operation with PR agencies

The communication could not be managed as six disconnected campaigns. We worked with public relations agencies across Latin America to maintain a shared narrative while adapting execution to each country.

Coordination covered assets, messaging, calendars, local needs, and campaign follow-up across Mexico, Colombia, Peru, Panama, Ecuador, and Costa Rica. That structure allowed the launch to achieve regional scale without losing local relevance.

More than 20 million impressions

The combination of content, activation, social distribution, exhibition, and PR generated more than 20 million impressions across Latin America, along with engagement around the release and the IMAX experience.

The result created value at several levels:

Coordinated regional visibility across six countries.
Social participation driven by exclusive content and a collectible mechanic.
A direct connection between digital interaction and Cinépolis theater attendance.
A consistent narrative about the value of experiencing Star Wars in IMAX.

Beyond the overall volume, the campaign showed that a global franchise can create a closer relationship when strategy combines a worldwide cultural moment with incentives and experiences relevant to each market.

Why it worked

A simple proposition: participate, collect, and experience the film in IMAX.
Exclusive content capable of creating a genuine spike in attention.
Coordination between social media, theatrical exhibition, and public relations.
Consistent regional execution with local adaptation.
A physical reward that extended the experience beyond the screen.

From impression to experience

The launch demonstrated that entertainment marketing works best when each channel plays a role within the experience. Facebook was more than a place to show a trailer; Cinépolis was more than the exhibition venue; and the mini posters were more than merchandise. Together, they created a journey that transformed attention into participation and participation into attendance.

You can also explore the IMAX Star Wars project in the Adyouwish portfolio.