The people who choose to pay a premium to watch films at independent cinemas (as opposed to bland multiplexes on desolate out-of-town retail parks), do so because they want a deeper connection with the film experience. It is not just about the film, but the place you watch it and who sits next to you. The strategy of “See Films Differently” was showcased through a unique series of sixty second spots that gave a quirky perspective on the meaning of famous films and ran outside the advertising reel immediately before the feature; an intelligent and highly credible way to associate with film. We didn’t just take from film. We added something new. We created in partnership a new monthly magazine with The Observer Newspaper (circulation 460,000), Observer Film Quarterly, which provides a thoughtful in-depth commentary on the world of film.

Purchase consideration of Volkswagen amongst independent cinema-goers has risen from 33% to 60% in 3 years (source: CAA) and 45% of people say that the association makes Volkswagen more appealing to them (Source: CAA).