Photographing the New IMAX Cinema at Pacific Fair

As a Brisbane-based commercial photographer, I get to work on some exciting projects — and photographing the brand new IMAX cinema at Pacific Fair on the Gold Coast was definitely a highlight.

The brief for this shoot was clear: showcase the scale, comfort, and luxury design of the space. With plush reclining seats, ambient lighting, and that massive IMAX screen, this venue was designed to impress — and it was my job to ensure the visuals did the same.

Bringing the Cinema Experience to Life

To add a human element and enhance the marketing impact, I worked with two models posing as a couple enjoying their cinema experience. We captured a series of relaxed, lifestyle shots that highlighted their experience, showing them:

• Reclining comfortably in their seats

• Watching the screen with popcorn in hand

• Interacting naturally, just like real cinema-goers

  
  

These shots provided the client with a versatile set of marketing images. They can promote everything from upcoming specials and ticket offers to gift card campaigns and social media content.

The Art of Commercial Photography for Venues

This shoot exemplifies the type of retail fit-out photography I frequently do for clients across Brisbane and the Gold Coast. Whether it's a cinema, café, showroom, or hospitality venue, the goal is to capture the design, functionality, and customer experience of the space.

For the IMAX shoot, I focused on:

• Wide-angle shots to highlight the auditorium’s scale

• Detail shots showcasing the premium finishes and reclining seats

• Lifestyle photography featuring talent to demonstrate how the space is used

• Carefully balanced lighting to maintain the cinema’s moody vibe while retaining detail

  
  

Why Quality Venue Photography Is Essential

Professional commercial photography is a critical asset for any venue or retail space. These images play an important role in:

• Websites and booking pages

• In-venue digital signage

• Social media campaigns

• Media releases and press kits

• Google Maps Listings

  
  

If you’ve invested in a high-end fit-out, quality photography helps you showcase it and connect with your audience. Images that capture the essence of your space can truly make a difference in attracting and retaining customers.

Elevating Your Brand with Visual Storytelling

In today’s digital landscape, having compelling images is crucial. Quality photography does more than just represent your venue; it tells a story. It gives potential customers a glimpse into their experience, drawing them in and inviting them to be part of it.

Engaging photography can also enhance your brand's overall messaging. Make sure each image aligns with your brand identity. From colors to composition, thoughtful crafting of visual content can elevate your marketing efforts significantly.

Looking for a Commercial Photographer in Brisbane or the Gold Coast?

If you're launching a new venue, updating your marketing materials, or documenting a retail or commercial fit-out, I’d love to assist. I’ve collaborated with businesses across Queensland to deliver polished, on-brand images that are as functional as they are beautiful. You can view more examples of my commercial and retail photography work here.