Val Morgan Cinema has launched Glasses Free 3D, a cinema advertising format that delivers three-dimensional creative without audiences needing to wear 3D glasses.
Red Bull is the launch partner, developing a 3D creative to launch alongside the The Mandalorian and Grogu movies.
“In an environment already built for attention, this format takes cinematic storytelling even further,” said Paul MacGregor, director of strategy and marketing at Val Morgan Cinema.
"The beauty of Glasses Free 3D is that it works perfectly from every seat, on every screen, and across any movie.
“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."
Havas Media Australia handled the Red Bull campaign, with senior activations executive Brianna Shields saying the format delivered immersive brand moments.
“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,” said Shields. "It’s exactly the kind of innovation that makes this partnership so powerful.
“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."
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