The fairytale continues for Shrek and Fiona as they return to cinemas to celebrate the film’s 25th anniversary.
Cineworld is hosting exclusive 4DX screenings of Shrek across the UK, with the Dreamworks classic beginning its limited run from 15 May.
Inspired by William Steig’s 1990 children’s book, Shrek debuted in 2001 and miraculously became one of the defining animated films of its generation, winning the first-ever academy award for best animated feature.
Beating out Pixar’s Monsters Inc, Shrek paved the way for more adult-orientated animated movies through its witty humour, iconic characters and subtle pop-culture references that went unnoticed by younger audiences.
As streaming continues to dominate the entertainment industry, cinema chains are increasingly looking beyond new releases by creating event-style experiences around cult classics targeted for their audiences.
Cineworld hosted an exclusive influencer screening in partnership with Universal Pictures, inviting social media personalities and content creators to generate online buzz around the re-release, as part of the anniversary celebrations.
Lorna Phipps, 29, a part-time influencer with over 49.1k followers on Instagram believes that the cinema industry is responding well to the influencer culture.
She said: “I think this is the way to go.
“All these influencers here are making a real difference on who will go to the cinema.”
Over the years, the movie has transformed into a cultural phenomenon with memes and iconic scenes regularly trending on TikTok and the unlikely duo of an ogre and a donkey which provide humour and fuel Gen Z personalities.
Presenters and content creators, Kai and Taylor, 22, said: “I feel like donkey, lowkey built our personalities, he was always our favourite.”
The twin brothers also revealed how the film’s longevity came as no surprise.
They said: “Shrek will always be relevant, there’s not a day where it won’t be.”
The South West Londoner was invited to a screening on 6 May, where Cineworld provided attendees with food and drinks derived from the franchise, including Donkey inspired waffles and a swamp green eyeball martini.
Guests also got the chance to meet Shrek himself, with influencers quickly snapping content for their Instagram and TikTok feeds.
Those at the event were the first to experience Shrek in the 4DX format, where seats move, water sprays and you are full in synchronisation with the action on the screen.
Guests aren’t just immersed into watching the classic film that many across the UK know and love, they become part of it.
Every jolt, twist and jump is felt as well as viewers quote loud and proud iconic lines from the franchise, including “get out of my swamp!”
This exclusive screening reflects how the cinema industry is tapping into the effects influencers have on attracting younger audiences to cinemas and how viral content is becoming an important marketing strategy.
Casey Cohen, vice president of marketing at Cineworld, said: “At Cineworld we’re focused on bringing the meme to the screen and creating moments Gen Z wants to be part of, both in the auditorium and across the whole cinema experience.”
The film’s success from its original release was an accumulation of its star-studded cast of voice actors including Mike Myers, Cameron Diaz and Eddie Murphy, alongside groundbreaking CGI and endless quotable scenes.
Shrek has since evolved from a pioneering animation to a meme and a social media phenomenon that continues to thrive decades later.
Audiences once again are returning to cinemas to quote lines, sing All Star and revisit the swamp, highlighting Shrek still belongs on the big screen.
Featured image credit: Charlie Speed
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