Keanu Reeves attends the Canadian Premiere of The Matrix Resurrections in Toronto.

Keanu Reeves walks the exclusive ‘black carpet’ at the Canadian Premiere of The Matrix Resurrections.

For the hugely anticipated release of The Matrix Resurrections, Warner Bros. Canada and its partner agencies together set out to launch the most impactful Canadian premiere our nation has ever seen, while safely celebrating the theatrical movie-going experience with fans of the iconic franchise.
Fans line up at the exclusive Canadian Premiere of The Matrix Resurrections at Scotiabank Theatre in Toronto.
Guests attend the exclusive Canadian Premiere of The Matrix Resurrections at Scotiabank Theatre in Toronto.
YBIMC was there for the design, development, and execution of the ‘Matrix-ified’ digital environments showcased on the brand’s owned social, web, and contest channels. As part of the social campaign, YBIMC’s digital team managed promotional advertising efforts on Meta networks (Facebook/Instagram) as well as real-time amplification from the Canadian Premiere of the film at Cineplex’s Scotiabank Theatre Toronto. YBIMC also invited Audi Canada to support the event as a key sponsor, joining Cineplex, IMAX, and the Fairmont Royal York.
Amongst the lucky fans in attendance were high-profile content creators curated by YBIMC in collaboration with Warner Bros. Canada to help celebrate the momentous event, which was the first to feature simultaneous advance screenings of a single film in all 14 auditoriums of the popular downtown theatre. It was also the venue’s first full interior/exterior takeover of its kind.
Prior to fans being among the first to watch The Matrix Resurrections in North America, Matrix star Keanu Reeves walked the exclusive ‘black carpet’, envisioned by Warner Bros. Canada and realized by YBIMC, to speak with national and local press about his return to the world-renowned franchise. Following the press line, the hometown Canadian actor surprised lucky fans in multiple auditoriums to express his gratitude for Canada’s ongoing love of the Matrix movies, capping off an unforgettable evening and a landmark event in the Canadian film industry.

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