RealD, Vue Cinemas, and Walt Disney Pictures have created a one-off interactive 3D experience at the Vue Westfield in London to promote Disney’s Oz: The Great and Powerful.

The installation utilizes an interactive screen which shows exclusive trailer footage and character biographies. Creative and marketing communications agency, Lick, spent three months developing the installation.

“We want our audiences’ visit to the cinema to be the ultimate viewing experience,” said Tim Richards, CEO of Vue Cinemas.

“We will be offering cinemagoers the chance to walk down the yellow brick road, exclusively at Vue Westfield London, and experience the sights and sounds of the Land of Oz.”

Lee Jury, vp of Walt Disney Studios UK & EMEA, said: “Disney’s Oz The Great and Powerful is set to be another classic addition to Disney’s catalogue of family entertainment. By bringing this world to the cinema foyer, cinemagoers can immerse themselves in the film before experiencing this magical world of 3D on the big screen.”

Olly Blitz, director at Lick, said: “We’re delighted to be part of Walt Disney Picture’s launch of Oz The Great And Powerful. The role of communications in movie launches is changing rapidly, not just at theatrical release but across the lifecycle of a movie.

“We’ve created and designed an innovative event build experience for the moviegoing audience at Westfield with the objective of achieving three things: customer delight, awareness of the impending theatrical launch and next generation retail and entertainment communications.”