Brand USA IMAX Film Draws 172,000 International Visitors to US

Brand USA IMAX international tourism

Brand USA says 172,000 international visitors will travel to the United States because of the DMO’s latest effort to boost sagging overseas tourism in the country. Research found that National Parks Adventure, Brand USA’s first IMAX and giant-screen film, will spark $700 million in incremental spend from fiscal year 2017 through fiscal year 2019.

The study analyzed six key markets—Canada, Mexico, Germany, China, Brazil and United Kingdom—which found a marketing ROI of 56:1 based on the film’s production and marketing expense of $12.5 million.

“The feedback from international viewers of National Parks Adventure has been overwhelmingly positive, and we are proud that this film continues to effectively showcase the United States and inspire travelers to visit the U.S.A.,” said Christopher L. Thompson, president and CEO of Brand USA.

The film was voted Best Film of the Year by the Giant Screen Cinema Association and became the highest grossing documentary film of 2016. The film’s release was the industry’s fastest giant-screen rollout in five years, with 119 exhibitions in 16 countries within the first 12 months. In addition, Brand USA collaborated with some two dozen U.S. embassies and consulates around the world to showcase the film in countries as diverse as Croatia, Equitorial Guinea, El Salvador, Indonesia and Romania.

The film’s success laid the groundwork for America’s Musical Journey, which explores the collision of cultures that gave birth to American art forms such as jazz, blues, country, rock ’n’ roll, hip-hop and more. This new film premiered in February in Washington, D.C., and has opened to warm receptions in key markets internationally.