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About Us

IMAX Melbourne acknowledges the Wurundjeri Woi Wurrung peoples of the eastern Kulin Nations where the theatre operates, and First Peoples across Victoria and Australia.

Brooke Laurie - Brand Support officer

BROOKE LAURIE

BRAND SUPPORT OFFICER

You have a history in cinema and PR / Social Media what drew you to these two industries?
I was always at Video Ezy on a Friday night with a stack of DVDs and after working at a cinema chain who-must-not-be-named, I realised my passion for movies was not going anywhere. After studying Communications at Uni and being a self-confessed social media addict, I loved the idea of the creating content and supporting epic PR campaigns in my day-to-day.

As the resident Gen Z, what challenges do you expect to face working among a few Boomers and how will you overcome them?
Definitely trying to explain TikTok trends to them and teaching them what social media even is…it takes a LOT of convincing to prove that I’m actually working and not scrolling on TikTok all day.

You’ve had a couple of viral Facebook posts (over 60m views!), what’s the secret to a viral content and why don’t you just do that with all of the social content?
It totally wasn’t just a fluke…I spend a bit of time analysing what content our audience on each platform engages well with and build on that content, I just got lucky that a bunch more people decided to engage with it. I wish I could say it was all just strategy, but social media involves a bit of luck and appeasing the algorithm.

Why do you think audiences connect and engage with businesses on social media?
People on socials want to see a behind-the-scenes look at businesses that they wouldn’t usually get anywhere else. The IMAX audience love to see an inside look into our projection space and our 1570 system.

Tell us your IMAX-approved favourite movie, then tell us your actual favourite movie.
Definitely Dunkirk and no, it’s not just because Harry Styles stars in it… It’s my favourite film as it sounds amazing, the full screen shots are soooo immersive and it’s the only Nolan film I can actually understand. My close second would have to be Everything Everywhere All At Once. My favourite movies that I’m forbidden to mention in the IMAX office would have to be A Star Is Born (I saw it 9 times), Elvis and The Cinderella Story (Hilary Duff version).