ENGAGING YOUNG PEOPLE IN BRITISH INDEPENDENT FILM

Our challenge was to understand to engage young people in new, exciting British independent film titles. Working collaboration with film specialist agency, and branding agency Studio Moross we launched MASSIVE with the single purpose of championing British cinema to 16-24 year olds across the UK. Through a series of special screenings, advanced previews and additional ways for young people to get involved MASSIVE is fast becoming the go-to voice connecting young people to British cinema. To continually evolve the program, we created a "crew" of ambassadors who provide feedback via Pulse. This has enabled us to select the right films, add cool elements screenings, like music videos rather than commercials and pick the swag that young people actually want. There are screenings all the time, so check out

massive-cinema.com

PROJECT INFO

Client: British Film Institute / London

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