Just one example is when we joined the stars of X-Men: Dark Phoenix at Cineworld Leicester Square to capture their experience of the brand’s 4DX immersive cinema.
Along for the ride were Ready Player One star Tye Sheridan, Cyclops in the mutant sequel, Alexandra Shipp, who plays Storm, and Quicksilver actor Evan Peters.
A crew of three camera operators, a photographer and a producer had just 15 minutes to shoot the trio as they went through the motions – literally – on moving chairs buffeted by wind, rain, scent and strobe effects, then gather their thoughts on the experience.
The end product, which was available to watch on the Cineworld website and social channels, helped to boost 4DX ticket sales at sites across the UK, where cinemagoers can feel more of the movie.