Val Morgan showcases the power of cinema with the launch of a new pre-show ident.

Debuting this week on more than 2,000 screens nationally, the 20 sec identity intro was specially created for the cinema environment and brings to life the physical, human response to the magic of the big screen.

Val Morgan managing director Dan Hill said: “Our new brand ident demonstrates the dynamic, creative possibilities offered by cinema advertising. Playing on cinema’s unique environment – big screen, big sound and dark auditorium, we hope our ident will not only entertain cinemagoers but also inspire brands to capitalise on the power of the environment.”

Produced by Fox International Channels, the ident serves as a sensory explosion to engage with and prime audiences for the pre-show and main feature.

The new pre-show tag will run across the entire Val Morgan network in both 2D and 3D and on in-foyer digital screens.