Success story · Kinépolis Cinemas · Disney/Marvel.

Thor Ragnarok

14,960 people

On the opening weekend.

Case summary

An augmented photocall for the premiere of Thor: Ragnarok at Kinépolis Cinemas that turned moviegoers into Avengers and handed them a printed souvenir photograph.

Kinépolis Ciudad de la Imagen is one of Madrid's most important cinema complexes, and one of Spain's main commercial release venues. In October 2017, with the arrival of Thor: Ragnarok —one of the most eagerly awaited films in the Marvel universe— Kinépolis and Disney/Marvel wanted to turn the opening weekend into a memorable occasion for fans. The answer was Kimchi! Thor, an augmented photocall that placed moviegoers inside the film itself, turning the wait before the screening into an immersive experience shareable on social media.

Client

Kinépolis Cinemas · Disney/Marvel.

Sector

Retail & Leisure

Service

Gamified marketing · Immersive XR experiences

14,960 people

On the opening weekend.

1 in 7

Shared their photo on X.

42 photographs per hour.

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01 The challenge

Turning a film premiere into an event

The release of a blockbuster is a unique moment in the cinema sector: fans are highly mobilised, theatres fill up, social media conversation peaks and competition between cinema complexes is fierce. Kinépolis Cinemas, in collaboration with Disney and Marvel, wanted the premiere of Thor: Ragnarok to be not just another box-office weekend, but an experience fans would remember forever. The challenge wasn't filling the theatres —the film itself does that— but turning the wait before the screening into the moment that made the cinema a brand destination.

02 The solution

An augmented photocall with instant stardom

The solution is Kimchi! Thor, an augmented photocall installed in the cinema lobby that placed moviegoers inside the film's own universe. Standing in front of the screen, Augmented Reality turned the attendee into one more Avenger, alongside Thor, Hulk and the rest of the Marvel characters. The experience was completed with a printed photograph fans took home as a physical memento of the moment, creating the classic souvenir that turns a visit into a tangible memory.

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Key learnings

What this case teaches the sector.

Fans want to be the protagonist, not the spectator.

The traditional cinema experience makes the viewer a passive observer. An augmented photocall reverses that relationship: for a few seconds, the fan is the protagonist of the Marvel universe, standing alongside Thor and Hulk. That momentary transformation is what turns a premiere into a personal event.

The physical souvenir extends the experience far beyond the cinema.

A digital experience is over in the moment; a printed photograph lasts years on a fridge or in a family album. Adding the physical souvenir turns the one-off activation into a tangible memory that keeps communicating the cinema's and the film's brand in every home.

1 in 7 people sharing is an exceptional amplification rate.

In digital marketing, sharing rates rarely exceed 2-3% even in the best campaigns. Having 1 in 7 attendees spontaneously share their photograph on X turns every activation into a multiplied organic campaign, with no incremental media cost and content generated by the fans themselves.

The moment of the premiere is the peak of fan receptiveness.

A fan attending the premiere of a film they've been eagerly awaiting is at the moment of maximum emotional connection with the brand. Activating an immersive experience precisely then multiplies the return: every euro invested becomes a memorable moment with sustained impact.

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