Kryptonite Collider cinema takeover

To launch the Kryptonite Collider ride, Yas Island dropped Lex Luthor into the trailer reel at VOX Cinemas across the UAE for two weeks, so audiences met the first chapter of the ride's story before the film began, with out-of-home and digital support and appearances at the UAE and Saudi Supergirl premieres.

The brief

UAE cinema audiences, who tune out ads but treat trailers as part of the outing, for a new Warner Bros. World ride.

The idea

Yas Island planted a Lex Luthor segment among the trailers at VOX Cinemas for two weeks, giving viewers the ride's opening chapter before their film, plus appearances at Supergirl premieres in the UAE and KSA.

What to borrow

Placing a brand inside a format the audience chooses to watch, like trailers, sidesteps the habit of skipping ads.

Brand	Yas Island
Agency	Momentum Worldwide
Talent	Not named
Channels	cinema, OOH, digital, social
Source	Campaign Middle East