By Ed Sum (The Vintage Tempest)
Fans of the Divergent films will be in for a mini-treat come March 19th and 20th. In the States, there will be giveaways for anyone attending the IMAX screenings of Insurgent, the sequel. Some of the items sound cool, and others, only the die-hard will appreciate, such as:
• AMC theatres: Insurgent tattoos
• Regal theatres: Google Cardboard Glasses
• Select IMAX theatres: IMAX exclusive mini posters
The exclusive mini posters will get distributed at the first evening shows on the 20th and the quantities will be while supplies last. However, it must be noted that the Cineplex Toronto and Vancouver locations will be giving away Google Cardboard Glasses at the first IMAX showings.
During advance screenings on Wednesday night, Summit Entertainment, a Lionsgate Company, offered fans a print which lists all the five major players in this film — Shailene Woodley, Theo James, Octavia Spencer, Naomi Watts and Kate Winslet — in what may be a royal or straight flush, to suggest that this movie is like a game of poker. Just who is holding all the cards, and just what does lie beyond the wall around Chicago?
But as for what IMAX holds is a more colourful print. This new offering nicely complements the original from last year’s Fanfix release. The colours match the background tone, and as for whether a third and fourth print will get unveiled, that will depend on what the marketing team behind this movie and theatre have in mind. Sadly, this program seems to be no more.
Any new promotional material under the IMAX program will be varied and no longer have a brand name associated to it in the coming years. At least for poster collectors, thankfully someone is in charge to keep the styles looking somewhat similar for multi-film projects.
Nope, they lied. No Cardboard at my Regal.