‘WHO WILL YOU TAKE?’
National Cinema Weekend is a celebration of the big screen, with £4 tickets at cinemas across the UK for one weekend only. But rather than simply advertise a cheap ticket, we built the campaign around something bigger.
The person you choose to share it with. Who Will You Take? became the simple question at the heart of a UK-wide integrated campaign for Cinema First.
BECAUSE NETFLIX NEVER ASKS WHO YOU’RE SITTING NEXT TO.
Cinema is different. You go with someone. A mate. A date. Your mum. Your dad. Your kids. Your oldest friend. Someone who really needs to get out more. So we turned National Cinema Weekend into an invitation. And gave the whole country one question to answer. WHO WILL YOU TAKE?
At the heart of the campaign is a hero film directed by Henry Mason at Darling Films.
It follows a young boy and his mum through the tiny rituals of everyday life. She picks up after him. Wipes jam from his face. Turns off the light at bedtime. Then, when they arrive at the cinema and she automatically reaches to pay, he stops her. “I’ve got it.” For once, he gets to take her.
From the big screen to the street to the small screen, Who Will You Take? was built to get the whole country asking. The hero film runs across social, supported by a nationwide OOH and social campaign.
And it all leads to one weekend, across 530+ cinemas nationwide, from the major multiplexes to independent cinemas across the UK and Ireland.
