Besides a traditional press office, iMARS has organized several special projects involving journalists, bloggers, and celebrities. This included Battle of Critics – a private, interactive premiere during which film critics competed in culinary art against restaurant critics, and then, during a delicious dinner, watched Kitchen in Paris together. There has also been a Waitresses of Moscow photo contest and others which allowed for creating unique PR events and attracting more people to movie theaters than traditional fans of the same name series.