In celebration of the third installment of the Planet of the Apes reboot series, Mirrored Media teamed up with Fullscreen to activate the excitement of the film’s release with unique promotional instillations at RTX in Austin. Upon entering the Austin Convention Center, attendees were welcomed to the weekend-long convention by a collection of War for the Planet of the Apes signage and artwork that was systematically positioned for high visibility. Each person had to pass by or through these awe-inspiring installations on site, with a standout being the custom-designed holograms sitting atop a truss above the main entrance. These holograms featured custom designed rotating images of the film’s logo accompanied by eye-catching shapes and designs.

Mirrored Media also created a first-of-its-kind waterfall fog screen which projected imagery from the film onto the fog, through which guests walked though to enter the convention center’s main doors. This interactive experience not only generated excitement for guests passing through, but also gave them an epic photo opportunity.

To complete the overall aesthetics, Mirrored Media strategically placed oversized War for the Planet of the Apes signage in the massive Convention Center windows along with pull-up banners and a step and repeat area in the main walkway near the entrance.

Fans took notice of the awe-inspiring activations, as the film topped the box office on its opening weekend, earning over $50 million.


RTX is a series of annual gaming and Internet conventions created by Rooster Teeth Productions held in Austin, Texas and Sydney, Australia, and will soon be held in London, England, and is run by Bethany Feinstein and Eric Cherry.

Starting as a small community gathering of 500 people in 2011, RTX significantly expanded in its following years, housing an estimated 62,000 people in 2017. RTX has gained attention for its "celebration of that convergence of gaming and Internet culture." In 2016, Tech Crunch described it as "SXSW meets Comic Con". The event includes panels on gaming and internet topics, exhibitor booths from independent and major game developers, as well as meet-and-greets with game developers, Rooster Teeth employees, and internet personalities. RTX is also notable for being one of the first places consumers may play major video game releases such as Halo 4 and most recently, Rainbow Six: Siege.

War For the Planet of the Apes

Caesar (Andy Serkis) and his apes are forced into a deadly conflict with an army of humans led by a ruthless colonel (Woody Harrelson). After the apes suffer unimaginable losses, Caesar wrestles with his darker instincts and begins his own mythic quest to avenge his kind. As the journey finally brings them face to face, Caesar and the colonel are pitted against each other in an epic battle that will determine the fate of both of their species and the future of the planet.

Release date: July 14, 2017 (USA)

Director: Matt Reeves

Film series: Planet of the Apes reboot series

Budget: 150 million USD

Production company: Chernin Entertainment