Entertainment/environment: Solar film premiere is far from stupid

The promotion of a climate change film was extroadinary in its solar-powered approach

Solar powered: Vivienne Westwood at the premiere
Solar powered: Vivienne Westwood at the premiere

Campaign The People's Premiere
Client The Age of Stupid
PR team Unity
Timescale March 2009
Budget Less than £50,000

The Age of Stupid was a low-budget climate change feature film that took director Franny Armstrong and producer Lizzie Gillett more than four years to create.

Objectives

  • To launch the film to the mass-market
  • To encourage members of the public to invest in the film in return for a share of the profits
  • To persuade more cinemas to show the film.

Strategy and plan

Unity created the world's first-ever solar premiere. Held in Leicester Square in a specially constructed solar cinema tent, everything used was selected on its green credentials. The premiere was screened at 64 venues.

Measurement and evaluation

Guests including Alastair Campbell, Ed Miliband, Vivienne Westwood, Will Young and star of the film Pete Postlethwaite all attended the premiere. More than 350 news items appeared about the premiere globally and features appeared in mass-market publications including The Sun.

Results

More than 9,000 pre-event ticket sales were bought, breaking the world record for the largest ever premiere. The People's Premiere format is now being used as a template for a European premiere in Paris and a US version.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.