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.

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