Fan experiences to announce Ed Sheeran's new visual album, Subtract. Our brief from Warner Music UK was to produce multiple, simultaneous, audio visual events to help launch the new album. Key objectives were to deliver an amazing fan experience and a publicity moment to communicate Subtract being a visual and audio album, from one of the world’s biggest stars. Our solution was to host events exclusively within ODEON LUXE Cinemas. These accessible and luxurious cinemas were selected to showcase both the visuals and sounds of the album. ODEON LUXE Cinemas have spectacular 4K resolution screens and Dolby® Atmos™ sound in addition to fully-reclining seats that have three times the standard legroom, perfect for our visual album play-out experience. Events showcasing the visual album (Subtract) were held to ODEON LUXE Cinemas in London, Leeds, Birmingham and Sheffield on Tuesday, May 2 at 6.30pm. To be in with a chance of gaining entry to the official screenings, Sheeran’s fans needed to pre-order his new album, Subtract, from his official store. Screenings were announced via Ed Sheeran's social media and supporting publicity. Fans who had already pre-ordered the album were also in with a chance of attending a screening of the visual album.