BFI IMAX Celebrates 25 Years as a London Icon

The BFI IMAX cinema in London’s Waterloo marks its 25th anniversary today, celebrating a significant milestone as an international landmark and prominent advertising destination.

Ocean Outdoor, which secured the first BFI IMAX advertising contract in April 2006, has maintained exclusive rights following a competitive pitch in 2022. Over the past 18 years, Ocean has facilitated advertising campaigns for global brands such as Apple, Universal Pictures, Netflix, LMVH, Mercedes, Tiffany, Hugo Boss, and HSBC. Revenue from these advertisements supports the British Film Institute (BFI), aiding its mission as a cultural charity and the UK’s lead organisation for film and the moving image.

Phil Hall, CEO of Ocean Outdoor UK, stated, “The BFI IMAX is a significant location in the out-of-home (OOH) advertising world. Its occupancy rates are unmatched, and we continue to enhance its reputation both physically and digitally.”

Lisa Rowe, BFI’s director of strategic projects, commented, “Ocean has protected and promoted our asset, ensuring the BFI IMAX remains relevant in a rapidly evolving media landscape. Their innovative approaches and commitment to quality have been instrumental in sustaining our success.”

A Seat of Creative Theatre

The BFI IMAX, Europe’s largest OOH canvas, offers 1,734m² of creative space equipped with state-of-the-art LED lighting, delivering impactful advertising experiences. Located at the bustling Southbank intersection, the BFI IMAX reaches 3.2 million impacts weekly (source: ROUTE). Its visibility and prestige make it a prime location for integrated campaigns, from television spots to influencer content.

Significant Milestones in BFI IMAX’s History

• 1999: The IMAX cinema screen was completed in May, transforming the Southbank intersection.
• April 2006: Ocean was awarded the first BFI IMAX advertising contract.
• 2007: The Guardian named BFI IMAX the most wanted billboard.
• 2008: Daniel Craig made his debut appearance on the banner as James Bond.
• 2010: Ocean relaunched the banner as its first Ask For It By Name location.
• 2012: Bond returned for the London 2012 Olympics, accompanied by a bespoke Nike installation.
• 2013: Ocean introduced coloured ambient lighting, marking the first use of video on the LED mesh.
• 2015: Inspired by coloured LEDs, Ocean created Edison Live, a network of programmable LEDs.
• 2022: Ocean retained the advertising rights, integrating new technological innovations.
• 2024: The LEDs were upgraded in March to meet sustainability goals, reducing energy usage by 30% and eliminating maintenance costs.

About the BFI

The British Film Institute (BFI) is a cultural charity and the UK’s lead organisation for film and the moving image. It supports creativity, maintains the world’s largest film and television archive, and delivers a wide range of programmes and festivals. Founded in 1933, the BFI aims to educate and deepen public appreciation of film and works with the government and industry to ensure the growth of the UK’s screen industries.

About IMAX Corporation

IMAX Corporation, a leader in entertainment technology, creates immersive experiences with proprietary software, architecture, and equipment. Top filmmakers and studios utilize IMAX theaters to connect with audiences worldwide. IMAX’s network includes 1,703 theaters in 87 countries, providing a vital platform for major event films. For more information, visit IMAX.