Solution
Instead of seeing the effects of isolation as a problem, the film festival chose to embrace them. When the festival theme “Social distances” was launched in the autumn of 2020, The Isolated Cinema was also launched. An isolated cinema at the far end of the sea in one of Sweden’s most barren, windswept and exposed places – Pater Noster. The film festival then challenged the world to apply for the only festival pass available. And the world accepted the challenge. By storm.
The communication strategy was to reach out to a broader target group than the usual festival goers. With the initiative, we wanted to awaken media’s curiosity beyond the cultural verticals – and the interest shown exceeded all expectations.
During the film festival, two more isolated cinemas opened at iconic Gothenburg venues – the Scandinavium Arena and the Draken Theatre. Locations that normally are full of life and movement but now empty and deserted. There, a limited number of visitors could experience single screenings with film as only companion.
Result
With zero media budget, over 3000 articles were published, including CNN, BBC, CBS, Fox News, The New York Times, Al Jazeera – just to name a few, resulting in 8,5 billion media impressions and $84,8 million in earned media.
The campaign also got over 12 000 applicants from 65 different countries and the festival ran an all-time record with 300 000 virtual festival visits.
