Complex Made Simple

Burj Khalifa lights up for MARVELous Avengers ad campaign

Burj Khalifa, the world’s tallest building, has lit up for many special events previously, but for a movie? No, that’s a first of its kind.

Avengers: infinity war is being released on April 26 and Burj Khalifa is joining  Avengers fans in their hype for this highly anticipated and star-studded movie.

“An unprecedented cinematic journey ten years in the making and spanning the entire Marvel Cinematic Universe, Marvel Studios’ Avengers: Infinity War brings to the screen the ultimate, deadliest showdown of all time,” says Marvel.

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 ‘Aren’t the stars and stripes a little… old-fashioned?’

In answer to Captain America’s: “Aren’t the stars and stripes a little… old-fashioned?”, the Burj Khalifa will count down to the release of the new film every day at 7:50pm until April 26.

Downtown Dubai shared a picture on social media of the Avenger-themed lighting covering Burj Khalifa.

The picture was captioned with the hashtag #InfinityWarWithEmaar, inviting people to use the hashtag and post their pictures for a chance to win tickets to watch the movie.

People are now sharing all kinds of thoughts and feelings about the Avengers’ movie, as well as posts about the Burj Khalifa countdown, expressing their amusement and astonishment.

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Here’s what some posted:

“This level of magnificence!!!! Dubai took architect extraordinaire, Adrian Smith’s genius to another level… This is why I now love Dubai,” someone commented on the picture.

Kim Lesplingard Marketing Manager in the Middle East & North Africa at the Walt Disney Company posted: “A Guinness World Record Mickey Mouse was one of the highlights in my career, but having a countdown to the biggest movie on the tallest building in the world is A-M-A-Z-I-N-G!”

Twitter had its share as well with posts like “OMG how cool is the #InfinityWarWithEmaar in Dubai, cannot wait for this film next weekend!!”

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A record-breaking light show

On New Year’s Eve, Burj Khalifa earned itself a new Guinness World Record with its New Year’s Eve laser and light show titled “Light Up 2018”, “the largest laser, light and sound show on a single structure”.

In a video shared by Burj Khalifa’s media team, Bashar Kassab, Technical Services Director of the world’s tallest building, explained the challenges that his team faces when installing and maintaining the structure’s LED exterior.

“We use more than 110 kilometers of rope access, 72 kilometers of cabling and 10,000 connectors to cover a total area of 33,000 square meters,” Kassab says.

So if the Burj Khalifa can host the largest laser light and sound show, promoting a movie is clearly a simple act.