BUILDING EXCITEMENT AROUND AN INDEPENDENT FILM - EDEN

Challenge:

How do we build excitement and cinema attendance for French independent film Eden, targeting music fans who grew up during the house and garage era, as well as those who are discovering the genre now?

Solution:

Positioned the film as the summer’s hottest indie release by partnering with Mixmag to run an exclusive screening event at Egg nightclub, which saw a special guest DJ set performed by writer and inspiration of Eden, Sven Hansen-Løvegear.

Engaged specialist music press with talent interviews, creating bespoke features and in-depth reviews around the garage genre.

Results:

66 online coverage hits including talent interviews, exclusive clips and features such as a curated DJ gear guide by writer of Eden, Sven Hansen-Løvegear.

Impact:

By directly engaging the audience and core fans of the genre, the film was director Mia Hansen-Løve’s biggest-ever UK release, smashing opening targets during its cinema run.