A full-scale DOOH takeover at Manchester Printworks boosted visibility for the live-action How to Train Your Dragon, driving standout local attendance. The campaign delivered record results, making Vue Manchester Printworks a top performer regionally and nationally.
The highly anticipated live action How to Train Your Dragon launched amidst a competitive summer box office period. The challenge was to generate standout visibility for the release in a crowded entertainment landscape and drive audiences to Vue Manchester Printworks, a flagship cinema in the region.
A striking Digital Out of Home (DOOH) takeover was executed at Manchester Printworks, one of the city’s most iconic entertainment hubs. The campaign featured full screen dominance across our premium digital network at the venue, including the digital ceiling, Printworks SkyLights, with high impact creatives featuring the film’s dragons and key characters to immerse visitors.
The creative strategy transformed the space into a How to Train Your Dragon destination, ensuring the film became unmissable to passersby and included directional messaging, driving audiences to book their cinema experience.
The campaign delivered record-breaking local performance:
- #1 Vue for Market Share: Vue Manchester Printworks led the chain nationally for How to Train Your Dragon market share*
- Top 10 UK Admissions: Ranked among the top 10 cinemas across the UK for admissions*
- #1 in Greater Manchester: Established the site as the top performing cinema in the region for this release*
This campaign demonstrated the ability of DOOH to dominate a location, create cultural buzz, and directly influence box office results.
* Printworks Manchester, 2025
- Territory United Kingdom
- Date June 2025
- Category Ents/Leisure
- Format DOOH
- Objective Consumer awareness
