Challenge
To restore the luster and allure of the Myrtle Beach IMAX Theatre, which had seen a 50% drop in attendance from peak years and was struggling to compete with other area attractions. The theater had added leading-edge 3D technology, but was suffering from both tired branding and a physical space in need of a makeover.

Goals
LHWH developed a multi-faceted approach, employing multiple media including outdoor, print, Internet, duratrans, kiosk messaging, POS, and radio:

• To establish IMAX 3D as the most exciting new attraction on the Grand Strand.
• To build awareness and enthusiasm among media, local audiences, and tourists alike.
• To recapture the interest of former customers and to attract new visitors.
• To drive traffic to new retail and concession areas.

Results
The grand opening’s dinosaur theme was inspired by the IMAX 3D film “Dinosaurs 3D: Giants of Patagonia.” Its creative execution included such attention-getters as a 100-ton dinosaur sand sculpture and media invitations enclosed in “dinosaur skin” tubes that roared when opened. As a result, LHWH drew massive media attention and a sellout VIP party crowd to the event, and 10,000 customers to the 400-seat venue in its first three days.