Theater chain Vue is inviting cinemagoers to “Feel It Forever” in this brand film created by London-based ad agency Hijinks and directed by Taika Waititi. The campaign, commissioned by Vue, is a cinematic celebration showcasing the power of the big screen experience and forms a love letter to cinema, showing how stories, characters and emotions never leave us.

The two minute “Feel It Forever” film, which will air before all screenings across Vue’s European estate, as well as on social, connected TV, and digital channels, forms part of a wider campaign promoting a refreshed brand platform for Vue to highlight how its continued focus on the customer experience draws audiences into moments of awe that leave a lasting impact.

“Feel It Forever” revolves around a visual metaphor where cinemagoers are followed around by characters from all the films they’ve seen throughout their lives, highlighting how the feelings sparked by watching a film on the big screen never truly leave us.

We first see a young woman and a young man moving through a city, locking eyes and flirting along the way. Aerial shots reveal that everyone around them has their own line of characters following them around, with children carrying fewer characters with them as a result of having seen fewer films. The couple arrive at a Vue venue for a first date, experiencing the ultimate big screen moment. As they leave, new characters join their lines, and we see streams of characters follow every cinema-goer across the city.

The work visualizes how stories, emotions, and characters from film can live on long after the credits roll. Waititi, who shot the film with production company Hungryman on location in New Zealand and London, commented: “This is an epic love... Read More