What THX does is complicated, technical, and difficult to explain to consumers. So how do we make an advertisement that’s not an “advertisement,” and communicate that even if consumers don’t know what THX does, it’s something they want?
Let’s not focus on the specifics of what THX does, but rather, focus on the end results of what THX provides: an unparalleled theatrical experience in both sight and sound. Essentially, we’ll create a gift for the audience; not an ad. We’ll make THX appear to be the “magic crystal” behind the curtains
Theaters and audiences agreed, they wanted the THX brand of magic. After a placement in over 3,000 theaters and thousands of CES attendee visits, here are some of the highlights: