BIFA launches marketing campaign for British independent film

Monday, September 14, 2020



Today, BIFA has launched an always-on campaign to support British independent film. The campaign will begin with advertisements on social channels aimed at encouraging young audiences to return to cinemas to watch British independent film, supported by an ongoing organic campaign on BIFA’s channels.

After the launch, the programme will highlight selected ‘hero’ titles on release in cinemas as well as those longlisted in BIFA’s new talent categories, award nominees and winners.

Selected ‘hero’ titles will receive additional social support and will also be featured in further paid campaigns.

The initial campaign, working with the BFI Film Audience Network (FAN), comprises:

  • #ThisIsYourCinema, an advertising campaign targeting ten key locations across the UK, supporting the reopening of independent cinemas. It will run on Instagram and Snapchat and will also carry the #LoveCinema hashtag which has been spearheading an industry campaign which has been rolling over the past few weeks;
  • #ThisIsMyCinema, working with cinemagoers to create additional online user-generated content;
  • #ThisIsOurCinema, celebrating individual independent cinemas.

The first independent film to receive additional social support will be Rocks, released by Altitude in cinemas on 18 September. Other films to be supported, and which feature in the campaign trailer, are Make Up, St Maud and past BIFA nominees and winners Beast, Beats, Wild Rose, Animals and Eternal Beauty.

Further elements of the campaign will roll out over the Autumn, including live online and in-person events focussed on new independent films and those highlighted by the awards.

“There’s an enormous effort needed across all parts of the industry to bring audiences back to the cinema and we’re excited to be able to be part of this and focus on helping to bring audiences back to see independent film in independent cinemas. This award from the BFI Audience Fund allows us to grow into our role as an effective and ever-present champion for independent film and filmmakers.”

– Amy Gustin and Deena Wallace, BIFA co-directors

“We’re delighted to support BIFA’s campaign to encourage young people to discover and enjoy independent films at cinemas across the UK.  Connecting films with cinemas and audiences is vital to the future of our business. This campaign also works holistically with other initiatives generated by the BFI and the industry, all aimed at helping cinemas to welcome back audiences, as well as the Government-backed Culture Recovery Fund for Independent Cinemas in England which is currently open for applications.”

– Ben Luxford, Head of UK Audiences at the BFI

Film and industry campaigns and initiatives include:

#ThisIsYourCinema / #ThisIsMyCinema / #ThisIsOurCinema / #LoveCinema / #CultureRecoveryFund / #HereForCulture

Rocks is a Fable Pictures production. Funded by Film4 and the BFI (awarding National Lottery funding), in association with Altitude Film Entertainment/Wellcome, Head Gear Films, Metrol Technology and Kreo Films. The release of Rocks is supported by the BFI Audience Fund, awarding National Lottery funding.

Film clips: American Animals courtesy of STX Entertainment; Animals courtesy of Picturehouse Entertainment; Beast, Beats, Rocks courtesy of Altitude Film Entertainment; Been So Long courtesy of Greenacre Films and Netflix, Inc.; Dirty God courtesy of Modern Films; Eternal Beauty courtesy of Bulldog Film Distribution; Make Up courtesy of Curzon Film World; The Personal History of David Copperfield courtesy of Lionsgate UK; Saint Maud courtesy of StudioCanal; Wild Rose courtesy of Entertainment One UK.
For information visit

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