Val Morgan has marked its 125th birthday with a new nationwide cinema ident around its brand positioning, 'Making Messages Memorable'. It combines, audio, visual and sensory aspects.

Appearing before every Val Morgan advertising pre-show, the 30 second creative pushes the power and impact of the big screen along with its ability to leave a lasting impression on audiences.

"Going to the movies is one of Australia's most-loved experiences and is attracting an audience of two million people weekly" said MD Guy Burbidge. "Since 1894, Val Morgan has provided advertisers with a unique opportunity to reach audiences at scale in a trusted environment and on the biggest, brightest and most memorable screen format available - the ultimate place to build your brand. Our new 'Making Messages Memorable' ident  ... pays homage to the long-standing power of cinema for both audiences and brands."

The Val Morgan ident is now live across 2,000 cinema screens in Australia.