The move comes as the giant-screen pioneer faces global per-screen attendance declines.
Imax has hired former Sky creative head Denny Tu to help market the giant-screen exhibitor as its own movie-tech brand.
Tu, most recently head of strategy/planning, brand and creative at European pay TV giant Sky where he has worked since 2011, fills the newly created role of executive vp global brand and creative at Imax. His hire comes at a critical time for Imax, which has long looked to differentiate itself from rivals by touting “The Imax Experience.”
The giant-screen exhibitor is now eyeing annual cost savings by trimming around 14 percent of its global workforce, including in China, amid global per-screen attendance declines. And Imax on a recent analyst call signaled it could be jumping off the 3D bandwagon as it looks to play more digital 2D versions of Hollywood movies domestically, given a “clear preference” from consumers for 2D in North America.
In his new role, Tu will lead the company’s branding and creative efforts and look to build brand awareness across all Imax channels. That includes an early foray into virtual reality and creating more Hollywood movie content specifically for Imax audiences.
“His global experience creating positive change for brands, agencies and content creators will continue to propel Imax forward,” said recently hired Imax chief marketing officer J.L. Pomeroy, to whom Tu will report. At Sky, Tu developed brand campaigns across Sky’s leading entertainment, sport and movies portfolio.
Before Sky, he completed executive stints at brand and creative agencies in London and Los Angeles, including as managing director of entertainment branding agency Autonomy.
“I am thrilled to be joining Imax at such an exciting point in its history,” said Tu. “As we approach the 50th anniversary of this iconic brand, we have an incredible opportunity to build on our heritage and continue to focus on establishing deep, meaningful connections between the Imax brand and our audiences.”