Capturing Cineworld’s 4DX experience

Rodeo event at the chain's new Bracknell opening captures the excitement of immersive cinema.


We helped Cineworld Cinemas give movie-goers blockbuster-style thrills when they attended the recent launch of its multiplex at the new The Lexicon shopping centre in Bracknell.

The brief was to create an experiential activity to promote the client’s revolutionary 4DX immersive experience, disrupting crowds so they stopped and took notice.

The final concept took the idea of a rodeo bull ride. Brave passers-by could sit on the bull – or a chair in this case – to experience the wind in their hair, water on their faces and movement beneath them, with all settings on extreme! Their challenge was to hold onto their popcorn for the longest – with the chance to win a year’s Cineworld Unlimited card.

Linney managed everything from concept through to realisation and activation on the day, receiving some great feedback from all who took part.