Drumheller is going on to the big screen this summer in Jurassic proportions.
Travel Drumheller and a conglomerate of partners have produced a commercial which will be on the screen in front of the new Steven Spielberg’s Jurassic World opening this Friday, June 12.
The 45-second feature will be shown in 256 Cineplex Theatres across Canada for two weeks with Jurassic World, or other like rated movies where Jurassic World is not showing. Executive Director of Travel Drumheller Chris Curtis, feels this is a strong promotion for the valley.
“We anticipate it will be seen by 1.3 million people,” said Curtis. He adds the commercial will not be shown in Calgary because the Royal Tyrrell Museum has already secured that spot. But with the Tyrrell’s commercial, he said many more will be receiving messaging from the valley.
Other partners supporting the commercial include Travel Alberta, The Royal Tyrrell Museum, Canadian Badlands and Newell Regional Tourism Association. He said the Tyrrell allowed them to use footage from other promotions, and some images came from Canadian Badlands.
“It came out really well,’ said Curtis.
Along with the 45 second spot on the big screen, it will be playing on monitors in theatre lobbies. There is also a print ad in the Cineplex magazine, adjacent to a story on the blockbuster film.
“Travel Alberta is even calling this ‘The Year of the Dinosaur,’” he said. “While we were able to be the instigator of this and come up with the idea, all the partners came onside, and that tells us a lot.”
He says with falling resource prices and the economic slowdown, there is a possibility that more will be staying closer to home this summer, and taking Alberta Breaks. This kind of exposure with the movie will also make a difference.
“I think this will bring in a lot of people from across the country who have heard of Drumheller, but have never been here,” he said. “I think we will see a lot of Ontario people, that will be the immediate impact.”
This will be the biggest campaign ever to bring people to Drumheller.”