What's Happening?
Oscar-winning director Taika Waititi has directed a new brand film for the European cinema chain Vue, titled 'Feel it Forever.' The two-minute film is a tribute to the enduring impact of cinema, featuring ordinary people followed by the cinematic characters
they imagine themselves as. Shot in New Zealand and London, the film showcases a variety of characters, from space explorers to noir sleuths, highlighting the immersive experience of cinema. The film is part of Vue's 'Epic by Vue' brand identity, emphasizing the chain's investment in new HDR screens, luxury seating, and an enhanced foyer experience. Waititi describes the film as an 'epic love letter to cinema,' aiming to remind audiences of the magic of the movie-going experience.
Why It's Important?
This brand film is significant as it underscores the cultural and emotional impact of cinema on audiences. By collaborating with a renowned director like Taika Waititi, Vue aims to strengthen its brand identity and appeal to a broader audience. The film's emphasis on the immersive and transformative power of cinema aligns with Vue's strategy to enhance the movie-going experience through technological and infrastructural upgrades. For the film industry, this campaign highlights the importance of cinema as a cultural institution and its ability to connect with audiences on a personal level. It also reflects the ongoing efforts of cinema chains to adapt and innovate in response to changing consumer preferences and technological advancements.
