The Challenge
Cinema First wanted to produce an engaging and lively promotional video for National Cinema Day. Where, for one day only, cinemas across the UK invited people to rediscover their love of the cinema-going experience, with tickets priced from £3.
The purpose of the video was to capture the joy of the shared cinema experience; covering anticipation of the film, the excitement of the thrills and spills from the screen, engagement with friends and family, and perceptions of value for money.
Capturing this real time feedback supported Cinema First’s wider business intentions, to engage with wider press, social platforms, and prospective partners for future initiatives.
The Approach
At Vox Pops International, we’re experts in conducting research anywhere and everywhere, making us the perfect partner for this project. Working with the Cinema First team, we chose two popular cinemas across the UK to capture vox pops in and showcase the cinema experiences of the day.
Our teams in Manchester and London interviewed a broad mix of respondents, gathering insights on why they chose to visit the cinema, who they came with, and their thoughts on National Cinema Day. To enhance the video’s visual appeal and fully immerse viewers in the cinema experience, we also captured b-roll footage. This included scenes of bustling cinema lobbies, popcorn being enjoyed, tickets being handed out, and happy customers soaking in the atmosphere.
The Result
The final video gave Cinema First valuable insights into how customers responded to National Cinema Day—spoiler: the feedback was overwhelmingly positive! This video successfully highlighted the excitement that cinema experiences bring to people.
By capturing real voices and authentic reactions, the video became an engaging method to bring Cinema First’s message to life. The video served as a key promotional tool, helping to spread the word about National Cinema Day and showcase the event to potential partners.
It also brought Cinema First closer to their customers. They could see first hand how an initiative such as this helped spread the joy of the cinema experience.
Client Testimonial
“I’m really happy with the energy and the key messages of the video. Well done Alice and Olivia (VPI Team) for eliciting and capturing such positivity! Thanks to you and the rest of the team for your work on this, it’s turned out great.”
– Ruth Hinton, Brand Planning & Insights Manager at Vue International
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