A failing theatre was turned into one which was expected to beat its business objectives using an integrated communications campaign. The IMAX cinema experience had not raised much interest during its launch in Manchester in 2000, probably due to a lack of awareness to what the experience actually meant, and also a lack of identity due to its location in a city centre cinema. A new identity was created using PR, direct, cinema and online. Objectives of increasing understanding and awareness were reached and frequency of visits grew.