Val Morgan Cinema has launched Glasses Free 3D, a new cinema advertising solution designed to deliver high-impact brand experiences within the pre-show of the biggest blockbusters and cultural moments.
The new format allows brands to create immersive, three-dimensional creative that appears to extend beyond the cinema screen, without audiences needing to wear 3D glasses. Glasses Free 3D works from every seat, on every screen, and across any movie.
Red Bull has come on board as the official launch partner of Glasses Free 3D, developing a special 3D creative to launch alongside the highly anticipated The Mandalorian and Grogu, releasing in cinemas today.
“Glasses Free 3D brings bold, eye-catching depth to cinema advertising for the first time in Australia, giving brands the ability to create truly unmissable moments on the big screen,” said Paul MacGregor, director of strategy and marketing at Val Morgan Cinema.
“In an environment already built for attention, this format takes cinematic storytelling even further. The beauty of Glasses Free 3D is that it works perfectly from every seat, on every screen, and across any movie, driving maximum scale and impact right before the biggest cultural moments.
“The flexibility of the format also means brands can develop bespoke 3D creative from the ground up or adapt existing TVC creative, and our Studio production team are always on hand to creatively consult or build the 3D creative on behalf of the advertiser.”
“Pushing boundaries and creating unexpected brand experiences has always been central to Red Bull, so partnering with Val Morgan Cinema on the launch of Glasses Free 3D felt like a natural fit,” said Brianna Shields, senior activations executive, Havas Media Australia.
“At Havas, our approach is to be deliberately different – finding new ways to connect brands with audiences in moments that truly land – and this format gave us the opportunity to bring Red Bull to life in a way that’s genuinely immersive and visually impactful. It’s exactly the kind of innovation that makes this partnership so powerful.”
