The Isolated Cinema
Göteborg Film Festival
When the world went into lockdown during the pandemic, the Gothenburg Film Festival created a cinematic experience unlike any other. Through ‘The Isolated Cinema’, a lone film enthusiast was able to experience the festival whilst in isolation on a remote island – an experiment that captured the contemporary sense of isolation and attracted enormous international attention.
Background
When the pandemic forced cinemas around the world to close, the Gothenburg Film Festival switched to a digital format. At the same time, the organisers wanted to explore how isolation affects the film-watching experience.
In collaboration with the advertising agency Stendahls, the concept ‘The Isolated Cinema’ was developed – an experiment in which one person experienced the festival entirely alone in a remote location, with film as their only companion.
Background
When the pandemic forced cinemas around the world to close, the Gothenburg Film Festival switched to a digital format. At the same time, the organisers wanted to explore how isolation affects the film-watching experience.
In collaboration with the advertising agency Stendahls, the concept ‘The Isolated Cinema’ was developed – an experiment in which one person experienced the festival entirely alone in a remote location, with film as their only companion.
The fact that the application was made public generated huge organic reach on social and traditional media.
Assignment
Manifest was brought on board as a strategic PR partner. Our aim was to achieve the maximum number of media mentions and the greatest possible overall impact through strategic advice, tactics, practical support, press relations, media contacts and media-related risk analysis.
To keep the story alive over time, we created a multi-stage campaign with several natural opportunities for communication: the theme launch, a public call for participants, the announcement of who had been selected, the journey to the island, reporting from there, and interviews afterwards about the experience.
Results
The Isolated Cinema had a massive impact in over 70 countries around the world. The campaign generated 3,050 news articles and 8.5 billion in earned reach, and was covered by leading international media outlets such as CNN, The New York Times and The Washington Post, as well as several Swedish national media outlets. The project also reached popular culture platforms and was featured on the TV programme The Late Late Show with James Corden.
The campaign won gold at Spinn in the ‘International Campaign of the Year’ category. The jury’s verdict: ‘It started out as an isolated experience for a single person. But it became a global talking point. Pure PR magic.’
Results
The Isolated Cinema had a massive impact in over 70 countries around the world. The campaign generated 3,050 news articles and 8.5 billion in earned reach, and was covered by leading international media outlets such as CNN, The New York Times and The Washington Post, as well as several Swedish national media outlets. The project also reached popular culture platforms and was featured on the TV programme The Late Late Show with James Corden.
The campaign won gold at Spinn in the ‘International Campaign of the Year’ category. The jury’s verdict: ‘It started out as an isolated experience for a single person. But it became a global talking point. Pure PR magic.’
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