Since 2012, the 21% value-added tax on films caused a decrease in audience of up to 30% and a 22% decrease in

revenues. More than 300 theaters and more than 500 cultural companies related to the industry have been closed

all across the country. This has also significantly affected the local and independent production, leaving a market

that is becoming more and more deprived and concentrated. Unlike other industries —like drama, dance or

music—, today, film is the only one that keeps the 21% of value-added tax.

A campaign against the discrimination towards the film industry; the only form of cultural expression to which the

21% of value-added tax will still be applied to unless we do something about it. A protest campaign for paying at

the movie theaters the same tax that is paid in the other areas of cultural expression. The campaign started with

the advertising and communication of the event. Advertisements were placed on newspapers, calling the audience

to see a special play that was called “Two Guys Go to the Movies”.On the day of the event, people went to the

film/stage theater to see the play and, when they entered, they realized that the play was actually a simple film

projection, but at a lower price. Just one detail, two actors performed a simple stage play before the projection. This

had a big repercussion in the bigmedia,which amplified largely the range ofthe campaign.