In order to make the Gothenburg Film Festival more internationally known, the Swedish agency Stendahls picked up on a topic that is currently on the world stage. The threat to the film and cinema industry through streaming services such as Netflix and HBO. As part of the Gothenburg Film Festival, therefore, something should be created that Netflix can not offer: a real experience.
The concept took up the premiere of the space epic Aniara by Harry Martinsson and created “The world’s most claustrophobic cinema”. A cinema where comfortable armchairs were replaced by eight sarcophagi. As in the film, visitors should feel isolated from outside and be trapped in space. Tickets for 28 screenings were available exclusively on the website.
This promotional campaign was intended to reach a broader target group than the usual festival visitors. The curiosity of the media beyond the cultural sectors was the goal. The agency has worked well despite a media budget of zero euros.
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