London's Rio Cinema was transformed over the weekend into a three-day Gotham City-inspired experience that involved live actors, and interactive performance, free cookies, and the long-awaited premiere of The Batman. Digital Cinema Media teamed up with Oreo to deliver the immersive cinematic experience.
Once inside the venue, guests were presented with a crime scene as part of a role-play experience where every audience member was a suspect. Participants were encouraged to interact with each other, and the actors who took on the role of Gotham City's police force. The goal was to unravel a series of clues and challenges and solve a mystery.
The cinema hosted photo opportunities, an Oreo ticket kiosk, branded wall vinyl and a selection of curated Oreo-inspired snacks including Oreo and The Batman-embossed cookies.
Across the weekend, all screenings at the cinema were solely dedicated to showing the film, with a grand finale immersive theatrical experience screened before the movie.
Elevenfiftyfive creatively directed and delivered the experience as part of a wider brand collaboration between Oreo and Warner Bros. The deal was brokered by The Story Lab together with DCM.
Rafael Espesani, senior brand manager at Oreo, said: "Bringing two such loved icons of Oreo and Batman together has been a unique experience so far and we now can't wait for fans to enjoy an exhilarating immersive event as they get their first look at one of the most anticipated films of 2022. From tantalizing their tastebuds with our Oreo-inspired creations to solving riddles and more, the screenings are sure to be a truly unforgettable one."
David Kapur, director, Elevenfiftyfive, added, "Enjoying Oreo cookies is a natural part of many film experiences, but we wanted to blow this up into something special. In collaboration with DCM, we also needed a playful way to bring in the world of The Batman. Our solution was to drive PR by renaming an iconic cinema and then create engagement with a multi-layered who done it including the use of set design, actors, and of course exclusive Oreo creations."