brief:
problem: after the annual toronto international film festival, the buzz surrounding the bell lightbox falls quiet. audiences across the GTA are interested, and younger audiences are especially unengaged.
challenge: how can tiff lightbox get the interest of younger audiences interested and involved all year round?
idea/insight: millennials & gen z, love a good night out. what better way to spend one than to catch a good flick? this campaign’s approach is to implement film screening events around the city every quarter, based on different themes.
“the idea is to have something to look forward to every few months. not just in early september when the red carpet rolls out.”
first quarter - foreign films (february)
“take me away” features various movies from different countries screened every week across the city. directors welcome. screening locations include elgin and winter garden theatre, ryerson theatre, tiff bell lightbox.
second quarter - short animations (may)
“short but sweet series” a collection of short animations submitted by independent/filmmakers. premiered individually at regular theatres in the GTA (before regularly scheduled movie) as well as at the tiff bell light-box.
third quarter - old romantics (june/july)
“old is gold” will be the longest running event from this campaign initiative. it will screen classic romantic films from the 1930’s-1950’s all summer across the city; both in & outdoors.
fourth quarter - a retrospective look at a directors work (november)
in this example we would look at Quintin Tarantino’s past work. every week a classic film from the established director is screened and appreciated at the tiff light box in toronto. at the end, perhaps an appearance from the director himself for a live panel.
