Denny Tu’s new role will be vital in marketing The Imax Experience as the company faces declining attendance.
The giant-screen pioneer has hired Denny Tu, former Sky creative head, to help market its own movie-tech brand.
The new role of Executive VP Global Brand and Creative comes as a response to declines in global per-screen attendance.
Tu has worked at Sky, the European pay TV giant, since 2011. He was most recently Head of Strategy/planning, Brand and Creative at Sky, developing brand campaigns across the company’s entertainment, sport and movies portfolio. Before this, Tu spent executive stints at brand and creative agencies in London and Los Angeles. He was Managing Director of entertainment branding agency Autonomy.
“I am thrilled to be joining Imax at such an exciting point in its history,” says Denny 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.”
It’s certainly a critical time for Imax. The company has been seeking to differentiate itself from its rivals by touting “The Imax Experience.” It is also looking to make annual cost savings by culling around 14 percent of its international workforce (including China) as global attendance declines.
Imax has also suggested it might pull back from screening 3D. Given a ‘clear preference’ for 2D from customers in North America, it will play more digital 2D versions of Hollywood movies domestically.
Tu will be responsible for leading Imax’s branding and creative efforts. He will also be expected to build brand awareness across all Imax channels. These include a foray into virtual reality and also creating more Hollywood movie content specifically for Imax audiences.
Tu will report to J.L. Pomeroy, Imax’s recently hired Chief Marketing Officer. “His global experience creating positive change for brands, agencies and content creators will continue to propel Imax forward,” says Pomeroy.