“Finally, The Rock has come back to TORONTO,” exclaimed Black Adam star and producer Dwayne Johnson to nearly 1,000 enthralled fans at Cineplex’s The Rec Room. This was the moment so many had been waiting for. The WWE icon turned movie star, with family ties to the city, relished in the moment on-stage and it was clear the love goes both ways. As lightning effects flashed on the screen behind him and cameras snapped away, the hard work of so many had paid off. This was it. Black Adam had actually rocked Canada.
Tapped with the extraordinary opportunity to host one of the planet’s biggest stars, Warner Bros. Canada enlisted its roster of agencies to go bigger and bolder than ever to help celebrate the release of the highly-anticipated DC superhero film. This was going to be an ambitious endeavour. Nearly 1,000 guests, a full venue takeover, a large-scale red carpet, a global superstar, and the challenge of creating a multi-tiered experience flanked by a fan march to an early screening of the film at Scotiabank Theatre Toronto—and a surprise talent appearance at that night’s Toronto Maple Leafs home opener.
Tasked with building out the landmark destination for the event, YBIMC diligently crafted the stage management, food & drink, event décor, venue logistics, house photography, and City of Toronto permitting aspects of the singular Toronto occasion. The signature build was a nearly 70-foot gold-shimmering press line, featuring a fabric Black Adam step & repeat backdrop—the first of its kind for a WB Canada event. A testament of planning and organization, the nearly 1,000 guests in attendance were served within a two-hour window, allowing for a seamless transition from electrifying talent moment to spirited March to the Movie.
Very early in the process, trusted partner Audi Canada signed on to be a key sponsor of Black Adam Rocks Canada, furthering their commitment to innovation and the arts, on the heels of sponsoring multiple events during the Toronto International Film Festival. Presenting sponsors also included Cineplex and Rogers Sports & Media.
As WB Canada’s digital agency, YBIMC managed the lead-up social media excitement aimed at generating fan buzz from owned channels, as well as real-time content production & community management during the event. This included crafting strategy, mapping out content, multi-camera videography, and the production of multiple pieces of short-form vertical video content that captured the energy and excitement of the event, sharing the experience with fans across the country.
Fans in attendance were among the first in Canada to watch Black Adam before its theatrical release on October 21. As they marched to the theatre, Johnson participated in the national red carpet press line, speaking with Canadian broadcast, radio, digital, and print outlets. Black Adam Rocks Canada was hosted by Mark Strong (Strizzzy) and included DJ sets from recording artist, producer, and the official DJ of the Toronto Raptors, 4Korners. All attendees received exclusive keepsake commemorative tickets and Black Adam swag to showcase their excitement. Fans were also offered world-exclusive photo opportunities, complimentary food, and select attendees took home exclusive high-value prizing.
An event of epic proportions that we’re proud to add to our repertoire of storied experiences, Black Adam Rocks Canada is a testament of our pursuit to unlock a brand’s potential. We look forward to working with you on your next event.