X-Men cause a sensation at the Westfield Centro

X-Men cause a sensation with “Dark Phoenix” at the Westfield Centro

Key Facts
  • Media campaign for the cinema release of "X-Men: Dark Phoenix"
  • Huge poster on the car park
  • Use of the "UDS" in the central dome

A larger-than-life Jean Grey at the car park, Professor X and his X-Men at the Westfield Centro Dome: At the premiere of the eagerly awaited 12th part of the film series about the mutants with the fascinating superhuman abilities, the screen heroes also met Westfield Centro visitors while they were shopping. With the highly visible campaign, the production company 20th Century Fox drew attention to the cinema release of the action-packed science fiction adventure. The advantage for shoppers at the Westfield Centro: the Cinestar Filmpalast is right next to the popular mall and showed the film just in time for the release. First shopping, then to the cinema: in the Westfield Centro a regular feature of the day’s activities.

The action blockbusters based on the Marvel comics have been thrilling millions of fans worldwide since 2000. After the resounding success of the X-Men trilogy, further critically acclaimed spin-offs followed. They made the series one of the most popular of all time. The skilful mix of a gripping, multi-layered plot and strong characters has always gone down very well with the audience. Accordingly, there was great anticipation for the sequel’s big-screen debut in June 2019, with Jean Grey, starring Sophie Turner, at the centre.

Visible from afar: Huge Jean Grey poster on the multi-storey car park.

The title heroine, who has to deal with her excessively strong powers in the movie, was also the main character of the media campaign at and in the shopping and leisure centre in the heart of the Ruhr area. The special-sized poster on the multi-storey car park had a particularly impressive effect. The determined-looking protagonist, who emerges from the fire as a flaming phoenix, could be seen from afar. From the XXL-sized advertising medium, she overlooked not only the stream of arriving customers, the spectacular motif was also a real eye-catcher in the flowing traffic in Oberhausen’s highly frequented “Neue Mitte”.

Extensive media campaign attracts many fans to Cinestar

Inside the centre, the mutants gathered on the unique 360° LED screen, the “UDS” in the bustling centre of the hot spot. Fashion victims, beauty queens and kings and families come together here for a relaxed stroll and get inspired by new trends and cool brands. The diverse range of leisure activities in the immediate vicinity also invites you to linger and discover: From A for aquarium to T for trampoline park, all attractions are just a few steps away. In the evening, the inviting gastronomy area and of course the modern multiplex cinema tempt visitors.

Thanks to the attention-grabbing promotion, this proved to be the ideal setting for the sinister showdown between the opposing parties. Numerous followers of the action-packed film series experienced Jean Grey’s battle with power, which was nominated for several People’s Choice Awards, in the cosy cinema seats and in 3D.

Of course, such attention-grabbing advertising and promotional opportunities are also available to other retailers and brands. Whether it’s events for product presentation, pop-up stores or stands for brand staging: in the Westfield Centro you are sure to attract the attention of your target group.

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