imax find the light
When it comes to making 70mm film, the pain staking and labor intensive process of duplicating film stock is a crucial part of bringing films like Oppenheimer & Dune Pt. 2 to IMAX 70mm screens. The bulbs used to duplicate the light are becoming harder and harder to find, presenting a problem in the future of film and the fans who love it.
We proposed having the internet’s greatest group of sleuths, Reddit, to help us track down and find sources to not only solve a business problem but save the future of cinema. And in return, we would make them legends in cinema to be thanked after every IMAX film.
We’d seed the activation on Reddit with a link to our microsite where the sleuths can start to piece together solutions for this undertaking and work together to find these rare bulbs. We’d also expand the search to other platforms like Instagram, YouTube and TikTok.
We’d also create a long form documentary following a small group of Reddit sleuths as they scour the globe to save the future of cinema.
Their reward for finding these bulbs and saving cinema is becoming a permanent fixture in the special thanks section of every Filmed For IMAX release, solidifying their place in cinema history.