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Promoting Movies In Four Dimensions With A Mobile Cinema Experience

EMS looks at the history of mobile cinema and the rise of immersive 4D movie experiences.


Using a mobile cinema to showcase your movie’s trailer offers a unique chance to take your film, its characters and story, and put it right in front of its potential audience – and that’s just what we do.

The mobile cinema experience has massively evolved over the decades, moving thanks to technological advancements from still images to fully immersive 4D experiences.

Of course, mobile entertainment isn’t a new innovation. In the BBC’s documentary series, The Secret History of Our Streets, it was revealed that it actually dates back more than a century in the UK, with early pioneers fitting vehicles with illustrations to promote educational messages in their communities.

In the late 1960s, the Ministry of Technology was using seven custom-built mobile cinema units to tour the country with a campaign that aimed to ‘raise standards’ and promote industry in Britain. The cinemas played films while an accompanying trailer housed supporting displays, designed to encourage a new, exciting brand of audience engagement.

However, as movies and movie technology has grown and evolved, mobile cinemas have needed to as well. Recent innovations have foregrounded 4D films, which combine physical experiences such as moving seats and other stimuli with a 3D feature presentation. This makes it possible to create immersive, highly memorable environments which can truly enthral audiences.

This idea is already firmly established in the US, but now movie fans on this side of the Atlantic can enjoy the same experience. Event Marketing Solutions (EMS) has recently worked on a project to generate pre-launch buzz and excitement for a major Hollywood blockbuster ahead of its European release.

EMS built a fully mobile 4D cinema to seat 24 people, equipped with a giant 3D cinema screen, a cinematic sound system, stadium seating and ‘ButtKickers’ technology to vibrate seats and key moments, giving an immersive experience to make the audience feel part of the movie.

Finding an audience

Using a mobile cinema to showcase your movie’s trailer offers a unique chance to take your film, its characters and story, and put it right in front of its potential audience – and that’s just what we do.

Our latest mobile cinema is travelling thousands of miles across Europe, raising awareness of the film and building anticipation and buzz. Screenings for 24 people are hosted every half-hour, making it available to thousands of European movie fans, allowing them to have an exclusive pre-release taster.

This is, of course complemented by a targeted promotional and social media campaign in each location to get people chatting about the film, offering them interesting, engaging and shareable content.

The silver screen experience

If you’ve ever watched a movie trailer at the cinema, you’ll know how inspiring it can be to get you to watch that film when it’s released. This is because the experience of watching a trailer in a movie theatre is completely captivating, turning a film into a must-see event.

Everything about the cinema is engineered towards a fully immersive sensory experience with no distractions. The lighting, screen, sounds and seating all combine for a completely captivating atmosphere that focuses the audience’s attention entirely on the action on-screen.

This environment is replicated in our mobile cinema, complete with a few extra special effects to really immerse the viewer in the movie and create a deeper emotional connection.

Our cinema roadshow trucks mirror the cinematic experience and promote the film at every opportunity. The exterior is dressed as a moving billboard, turning heads everywhere it goes.

Big screen brands

The experts at EMS have been involved in multiple movie roadshow campaigns in recent years, so if you’re interested in taking your entertainment experience on the road, visit the Event Marketing Solutions website today or take a look at their Flickr gallery to be inspired.

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