As with any concept development job, we needed to start at the beginning. In this case, we targeted the moviegoer and defined the demographic. By building our own audience outline, we then began to explore developmental approaches that might better target these groups. Both design and messaging that spoke to their sensibilities and what they’re looking for when going to the movies informed our research.
We’re biased because we’re big fans of watching everything on the IMAX screen but a quick study on audience types identified some core challenges as well as some interesting potential directions.