Val Morgan Cinema has launched Glasses Free 3D, a new premium cinema advertising solution designed to deliver high-impact brand experiences during the pre-show of major blockbuster and cultural cinema moments.
The 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 joined as the official launch partner, developing a special 3D creative to run alongside The Mandalorian and Grogu, which releases in cinemas today.
Bringing depth to cinema advertising
Paul MacGregor, Director of Strategy and Marketing at Val Morgan Cinema, said the format gives brands a new way to create unmissable moments on the big screen.
“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.”
MacGregor said the format can be used for bespoke creative or adapted from existing TVC assets.
“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,” he said.
Red Bull joins as launch partner
Brianna Shields, Senior Activations Executive at Havas Media Australia, said the partnership aligned with Red Bull’s focus on unexpected brand experiences.
“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.”
Main Image: Val Morgan Cinema